Bücher von Randall L. Schultz

From 1976 to the beginning of the millennium-covering the quarter-century life span of this book and its predecessor-something remarkable has happened to market response research: it has become practice.

This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge.

From 1976 to the beginning of the millennium-covering the quarter-century life span of this book and its predecessor-something remarkable has happened to market response research: it has become practice.