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Forecasting in Marketing

In: Handbook of Economic Forecasting

Author

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  • Franses, Philip Hans

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.

Suggested Citation

  • Franses, Philip Hans, 2006. "Forecasting in Marketing," Handbook of Economic Forecasting, in: G. Elliott & C. Granger & A. Timmermann (ed.), Handbook of Economic Forecasting, edition 1, volume 1, chapter 18, pages 983-1012, Elsevier.
    • Handle: RePEc:eee:ecofch:1-18
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    Cited by:

    1. Pauwels, Koen & Neslin, Scott A., 2015. "Building With Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment," Journal of Retailing, Elsevier, vol. 91(2), pages 182-197.
    2. Appel, Gil & Libai, Barak & Muller, Eitan, 2018. "On the monetary impact of fashion design piracy," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 591-610.
    3. Alexander Faehnle & Mariangela Guidolin, 2021. "Dynamic Pricing Recognition on E-Commerce Platforms with VAR Processes," Forecasting, MDPI, vol. 3(1), pages 1-15, March.
    4. Marusia Ivanova, 2007. "Genesis and Evolution of Market Share Predictive Models," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 117-148.
    5. Patricia Chelley-Steeley & James Steeley, 2005. "The leverage effect in the UK stock market," Applied Financial Economics, Taylor & Francis Journals, vol. 15(6), pages 409-423.
    6. Rafael Barreiros Porto & Nolah Schutte da Rocha Lima, 2015. "Nonlinear Impact of the Marketing Mix on Brand Sales Performance," Brazilian Business Review, Fucape Business School, vol. 12(5), pages 57-77, September.

    More about this item

    JEL classification:

    • B0 - Schools of Economic Thought and Methodology - - General

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