Handbook of marketing decision models /

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Bibliographic Details
Edition:Second edition.
Imprint:Cham, Switzerland : Springer, [2017]
Description:1 online resource (598 pages)
Series:International series in operations research & management science ; volume 254
International series in operations research & management science ; 254.
Subject:Marketing -- Decision making -- Mathematical models.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Marketing -- Decision making -- Mathematical models.
Electronic books.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/11322967
Hidden Bibliographic Details
Other authors / contributors:Wierenga, B., editor.
Van der Lans, Ralf, editor.
Digital file characteristics:text file
Notes:Includes bibliographical references and indexes.
Print version record.
Summary:"The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments"--Provided by publisher
Other form:Print version: Handbook of marketing decision models. Springer, [2017] 3319569392
Standard no.:10.1007/978-3-319-56941-3