Forecasting in Marketing

Philip Hans Franses

Chapter 18 in Handbook of Economic Forecasting, 2006, vol. 1, pp 983-1012 from Elsevier

Abstract: With the advent of advanced data collection techniques, there is an increased interest in using econometric models to support decisions in marketing. Due to the sometimes specific nature of variables in marketing, the discipline uses econometric models that are rarely, if ever, used elsewhere. This chapter deals with techniques to derive forecasts from these models. Due to the intrinsic non-linear nature of these models, these techniques draw heavily on simulation techniques.

JEL-codes: B0 (search for similar items in EconPapers)
Date: 2006
ISBN: 0-444-51395-7
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