pThis volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, structural models, mediation, models that specify competition and diffusion models. It is intended as a follow-on and companion to iModeling Marketsi 2015, in which the authors presented the basics of modeling markets along the classical steps of the model building process specification, data collection, estimation, validation and implementation. This volume builds on the concepts presented in iModeling Markets iwith an emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation models, partial least squares, mixture models, and hidden Markov models, as well as generalized methods of moments, Bayesian analysis, nonsemi-parametric estimation and endogeneity issues. Specific attention is given to big data.ppThe market environment