Handbook of marketing decision models /

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Bibliographic Details
Imprint:	New York ; London : Springer, c2008.
Description:	1 online resource (x, 625 p.) : ill.
Language:	English
Series:	International series in operations research & management science ; 121 International series in operations research & management science ; 121.
Subject:	Marketing -- Decision making -- Mathematical models -- Congresses. Marketing -- Decision making -- Mathematical models. Conference papers and proceedings.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/8887024

Hidden Bibliographic Details
Other authors / contributors:	Wierenga, B. Workshop on Advances in Marketing Decision Models (2006 : Athens, Greece)
ISBN:	9780387782133 (electronic bk.) 0387782133 (electronic bk.) 9780387782126
Notes:	Includes bibliographical references and index. Description based on print version record.
Summary:	Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeli.
Other form:	Print version: Handbook of marketing decision models. New York ; London : Springer, 2008 9780387782126 0387782125

Table of Contents:

The past, the present, and the future of marketing decision models / Berend Wierenga
Developments in conjoint analysis / Vithala R. Rao
Interactive consumer decision aids / Kyle B. Murray and Gerald Häubl
Advertising models / Peter J. Danaher
Sales promotion models / Harald J. van Heerde and Scott A. Neslin
Models for sales management decisions / Sönke Albers and Murali Mantrala
Modeling competitive responsiveness / Peter S.H. Leeflang
Models of customer value / Sunil Gupta and Donald R. Lehmann
Decison models for customer relationship management (CRM) / Werner J. Reinartz and Rajkumar Venkatesan
Marketing models for electronic commerce / Randolph E. Bucklin
Time-series models in marketing / Marnik G. Dekimpe ... [et al.]
Neural nets and genetic algorithms in marketing / Harald Hruschka
Decision models for the movie industry / Jehoshua Eliashberg, Charles B. Weinberg, and Sam K. Hui
Strategic marketing decision models for the pharmaceutical industry / Venkatesh Shankar
Models for the financial-performance effects of marketing / Dominique M. Hanssens and Marnik G. Dekimpe
Marketing engineering : models that connect with practice / Gary L. Lilien and Arvind Rangaswamy
Advances in marketing management support systems / Berend Wierenga, Gerrit H. van Bruggen, and Niek A.P. Althuizen.

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