Adaptive Control Systems in Marketing (Classic Reprint) - Softcover

Inhaltsangabe

Understand how data and decisions shape marketing action This guide explains an adaptive system where ongoing data collection updates the model of the market and informs how to allocate budget, promotions, and product changes.

In clear terms, you’ll see how a company uses internal data, field experiments, and feedback to improve marketing decisions over time. The text also covers why forecasts matter, how to measure sales response, and how to adjust strategies as market conditions change.

• How data banks and market models interact to drive the marketing mix


• Practical steps for designing experiments and updating the sales response model


• How exponential smoothing blends past and present information to set promotion rates


• Realistic examples of adaptive control in budgeting, advertising, and product decisions

Ideal for readers of marketing analytics, forecasting, and decision modeling who want a practical view of adaptive systems in action. This edition presents concepts with approachable explanations and concrete, step-by-step notes on measurement, updating, and action.

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