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Handbook of marketing decision models / volume editor, Berend Wierenga.

Wierenga, B. 
ISBN 9780387782126 (hbk)
New York ; Springer, 2008.
Engelska x, 625 p.
  • Bok
Innehållsförteckning Sammanfattning Ämnesord
Stäng  
  • Pt. I. Introduction -- 1. The Past, the Present and the Future of Marketing Decision Models / Berend Wierenga -- Pt. II. Consumer Decision Making Models -- 2. Developments in Conjoint Analysis / Vithala R. Rao -- 3. Interactive Consumer Decision Aids / Kyle B. Murray and Gerald Haubl -- Pt. III. Marketing Mix Models -- 4. Advertising Models / Peter J. Danaher -- 5. Sales Promotion Models / Harald J. van Heerde and Scott A. Neslin -- 6. Models for Sales Management Decisions / Sonke Albers and Murali Mantrala -- 7. Modeling Competitive Responsiveness / Peter S. H. Leeflang -- Pt. IV. Customer-Centric Marketing Models -- 8. Models of Customer Value / Sunil Gupta and Donald R. Lehmann -- 9. Decision Models for Customer Relationship Management (CRM) / Werner J. Reinartz and Rajkumar Venkatesan -- 10. Marketing Models for Electronic Commerce / Randolph E. Bucklin -- Pt. V. Special Model Approaches -- 11. Time-Series Models in Marketing / Marnik G. Dekimpe, Philip Hans Franses, Dominique M. Hanssens and Prasad A. Naik -- 12. Neural Nets and Genetic Algorithms in Marketing / Harald Hruschka -- Pt. VI. Industry-Specific Models -- 13. Decision Models for the Movie Industry / Jehoshua Eliashberg, Charles B. Weinberg and Sam K. Hui -- 14. Strategic Marketing Decision Models for the Pharmaceutical Industry / Venkatesh Shankar -- Pt. VII. Return on Marketing Models -- 15. Models for the Financial-Performance Effects of Marketing / Dominique M. Hanssens and Marnik G. Dekimpe -- Pt. VIII. Implementation, Use and Success of Marketing Models -- 16. Marketing Engineering: Models that Connect with Practice / Gary L. Lilien and Arvind Rangaswamy -- 17. Advances in Marketing Management Support Systems / Berend Wierenga, Gerrit H. van Bruggen and Niek A. P. Althuizen.
  • "The Handbook of Marketing Decision Models presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are covered. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries."--BOOK JACKET. 

Ämnesord

Marketing  -- Decision making -- Mathematical models. (LCSH)

Klassifikation

HF5415.135 (LCC)
658.802 (DDC)
Qbl (kssb/8 (machine generated))
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