I: Introduction. 1. Response Models for Marketing Management. 2. Markets, Data, and Sales Drivers.
II: Market Response in Stationary Markets. 3. Design of Static Response Models. 4. Design of Dynamic Response Models. 5. Parameter Estimation and Model Testing.
III: Market Response in Evolving Markets. 6. Single Marketing Time Series. 7. Multiple Marketing Time Series.
IV: Solving Marketing Problems with ETS. 8. Empirical Findings and Managerial Insights. 9. Making Marketing Plans and Sales Forecasts.
V: Conclusion. 10. Implementation.
Bibliography. Author Index. Company/Brand Index. Industry/Category/Product Index. Subject Index.
A thoroughly-updated version for a new generation of marketing scholars and managers