LIBROS DEL AUTOR: dick r wittink

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  • Building Models for Marketing Decisions
    Dick R. Wittink / Michel Wedel / Peter S.H. Leeflang
    This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts...
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    464,13 €