Description:
For over 30 years, Michael Lieberman has wielded his statistical expertise like a paintbrush, framing problems and setting in motion the process that connects producers, customers, and end users to marketers through data. This information serves to identify and define marketing opportunities and challenges, enhancing the understanding of marketing as a dynamic process. When making strategic decisions, it is often best to begin with the end in mind: What should the client ultimately hold in their hands?
This volume presents a collection of methodologies grounded in statistical analysis and inference, designed to tackle strategic marketing challenges. It explores how to define consumer choice motives, forecast optimal pricing, visually illustrate key marketing problems, and engage with the broader discourse in marketing, research, and strategic consulting.