Bücher von Peter S.H. Leeflang

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. 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.

This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple men table marketing models, that is, models that can and will be used.

This book is about marketing models and the process of model building. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions.