Il volume propone i passaggi algebrici per formulare e comprendere le simulazioni necessarie a controllare i risultati delle azioni di marketing nelle filiere del largo consumo. I destinatari di questo libro sono i marketing manager, gli analisti delle imprese industriali e commerciali e gli studenti dei corsi di laurea specialistici in marketing e trade marketing e dei master. Il testo raccoglie spunti di ricerca nella frontiera del marketing metrics: in particolare analizza gli strumenti necessari a far sì che la metrica di tutti i giorni possa essere consolidata in serie storiche e proiettata in simulazioni. I capitoli 6, 8, 10 sono a cura di Gianpaolo Costantino di SymphonyIRI Group.

Davide Pellegrini is Professor of Marketing in the Department of Economics and Management at the University of Parma where he is also coordinator of Executive Programs and Post Degree Courses in Retail and Distribution Management. He holds a PhD - Bocconi University, Milan - and is visiting professor at the universities of Kobe – Japan -, Nancy – France- and Zaragoza –Spain. In 2009, he was consultant for Iftech, the Japanese Institute for Future Technology. In 2011, he was awarded the Ordre des Palmes Academiques in Strasbourg. His research interests include marketing metrics, vertical relationships, competitive regulation and public policies. His work has been presented at international conferences, including those held by the Journal of the Academy of Marketing Science and by ESCP/EAP.