"Market Response Models: Econometric and Time Series Analysis" by Hanssens, Parsons, and Schultz bridges academic theory with marketing practice by analyzing how consumer behavior and marketing mix variables drive sales. The text covers methodological approaches, including stationary, evolving, and dynamic models, with an emphasis on long-term impact assessment, particularly through scanner data. For more details, visit Google Books .
"Market Response Models: Econometric and Time Series Analysis" by Hanssens, Parsons, and Schultz bridges academic theory with marketing practice by analyzing how consumer behavior and marketing mix variables drive sales. The text covers methodological approaches, including stationary, evolving, and dynamic models, with an emphasis on long-term impact assessment, particularly through scanner data. For more details, visit Google Books .
