Böcker av 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 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.