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Essays and surveys on multiple criteria decision making : proceedings of the Fifth International Conference on Multiple Criteria Decision Making, Mons, Belgium, August 9-13, 1982
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ISBN: 3540119914 3642464734 9783540119913 Year: 1983 Volume: 209 Publisher: Berlin: Springer,

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The Fifth International Conference on Multiple Criteria Decision Making, not suprisingly, had several objectives. First, it aimed at beinq a forum for exchange and intensive discussion of recent ideas on theory and practice of MCDM, following the now well-established tradition of the previous meetings in the series, organized by H. Thiriez and S. Zionts in Jouy-en-Josas (1975), S. Zionts in Buffalo (1977), G. Fandel and T. Gal in Hagen/Konigswinter (1979) and J. Morse in Newark (1980). Second, closer contacts Nere desired between participants in these meetings and other active groups in the field, prominent among which is the European Working Group on Multiple Criteria Decision Aid. Third, participation of senior or junior researchers who had recently developped important new methodolo0ies, such as the Analytical Hierarchy Process, was actively sought for. Fourth, a synthesis of the rapidly expanding field of MCDM was to be made through selective surveys by leading researchers in the various areas it comprises. Fifth, cross-fertilization and multidisciplinary research was to be encouraged through presentations on the connections between MCDM and mathematics, economics, game theory, computer science and other subjects. Sixth, much emphasis was to be given to real-world applications of MCDM, particularly large scale ones and/or pioneering work in new fields. The present volume reflects the general agreement observed among participants that these goals were largely attained.


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Modeling markets : analyzing marketing phenomena and improving marketing decision making
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ISBN: 9781493920860 1493920855 9781493920853 1493920863 Year: 2015 Publisher: New York: Springer,

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This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market environment is changing rapidly and constantly. With the introduction of scanner equipment in retail outlets, the use of hand scan panels, and the data explosion caused by the Internet, the opportunity to obtain meaningful estimates of demand functions has vastly improved. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performance. In today’s environment of information overload, the challenge is to make sense of the data that is being provided globally, in real time, from thousands of sources. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. Although marketing models are now widely accepted, the quality of the marketing decisions is critically dependent upon the quality of the models on which those decisions are based. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. Many current insights and innovations in quantitative marketing are presented. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.

Building models for marketing decisions
Authors: --- --- ---
ISBN: 0792377729 079237813X 146154050X 9780792378136 Year: 2000 Volume: 9 Publisher: Boston (Mass.) : Kluwer,

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This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar­ keting variables.

Stated choice methods : analysis and applications
Authors: --- ---
ISBN: 0521782759 0521788307 0511151616 0511046324 0511753837 0511011725 110771351X 0511031076 9780511011726 9780511031076 9780511151613 9780511046322 9780511753831 9780521782753 9780521788304 Year: 2000 Publisher: Cambridge, UK ; New York, NY, USA : Cambridge University Press,

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Understanding and predicting the behaviour of decision makers when choosing among discrete goods has been one of the most fruitful areas of applied research over the last thirty years. An understanding of individual consumer behaviour can lead to significant changes in product or service design, pricing strategy, distribution channel and communication strategy selection, as well as public welfare analysis. This graduate and practitioner guide, first published in 2000, deals with the study and prediction of consumer choice behaviour, concentrating on stated preference (SP) methods - placing decision makers in controlled experiments that yield hypothetical choices - rather than revealed preferences (RP) - actual choices in the market. It shows how SP methods can be implemented, from experimental design to econometric modelling, and suggests how to combine RP and SP data to get the best from each type. The book also presents an update of econometric approaches to choice modelling.

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