Jerry (Yoram) Wind

Jerry (Yoram) Wind is the Lauder Professor, the Academic Director of the Wharton Fellows Program, the Director of the SEI Center for Advanced Studies in Management, as well as a Professor of Marketing at the Wharton School of Business at the University of Pennsylvania.

Some Conceptual Measurement Analytical Problems

Chapter 4: Some Conceptual, Measurement, and Analytical Problems in Life Style Research

Erik Rostad
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Chapter 4 of Life Style and Psychographics

The chapter focuses on measurement, analytical and conceptual problems of life style and psychographic research. Specifically, Wind and Green focus on four questions: first, what is the role of life styles in marketing research? Second, how might the concept of life styles be modeled? Third, how might life style indicators be critiqued? And lastly, how might life style response data be analyzed? The ultimate goal is to suggest new ways of approaching the problems associated with life style and psychographic research.

New Product Forecasting

New-Product Forecasting

Erik Rostad
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New-Product Forecasting presents fourteen foremost new product forecasting models. Predicting new product performance is one of the most challenging management issues. The market performance of a new product depends on a number of factors, including buyer behavior and satisfaction, as well as trade support and the competition’s reaction to the product. This work is an excellent reference tool for practitioners in the field concerned with the evaluation and selection of new product prediction models.