Forecasting in Marketing
Philip Hans Franses
Chapter 18 in Handbook of Economic Forecasting, 2006, vol. 1, pp 983-1012 from Elsevier
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.
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Working Paper: Forecasting in marketing (2004)
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