Modeling Markets: Analyzing Marketing Phenomena and Improving Marketing Decision Making by Peter S.H. Leeflang, Jaap E. Wieringa and Tammo H.A. Bijmolt is an English-language textbook for professionals in marketing and management. It focuses on developing and applying models for market and demand analysis.
This book discusses how models can help in understanding marketing phenomena and improving decision-making. The focus is on quantitative models that support managers in making well-founded marketing decisions. The authors provide a comprehensive overview of methods for specifying, estimating, validating, and using models, including an in-depth discussion of Bayesian estimation.
Modeling Markets draws on current insights from quantitative marketing and shows how simple and complex models make structural relationships in markets visible. With examples and illustrations, the book is useful for researchers, analysts, managers, and students who want to deepen their understanding of modeling and decision-making in marketing.
This work connects with themes such as sales and marketing, management decision-making, and business & economics.
Series: International Series in Quantitative Marketing