Advanced Econometric Marketing Models



The present availability of large databases in marketing, concerning, for example, store-level sales or individual purchases, has led to an increased demand for appropriate econometric models to deal with these data. The typical database contains information on revealed preferences, measured by for example sales, market shares or brand choices. In this thesis we study econometric models for some of these series, to be precise, we consider market shares, purchase timing and brand choices. These models allow us to, for example, gain insight into the effect of marketing instruments on consumer behavior. Examples of topics we discuss are heterogeneity in decision processes and the development of easily interpretable models to capture dynamical features in market shares and interpurchase times. Additionally, we contribute to the econometric literature by extending and developing models and estimating techniques.