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• Title:Handbook of Marketing Decision Models edited by Berend Wierenga.
  
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• Author/Creator:Wierenga, Berend.
  
• Other Contributors/Collections:SpringerLink (Online service)
  Springer Nature - Springer Business and Economics eBooks 2008 English International
  
• Published/Created:Boston, MA : Springer US, 2008.
  
• In:Springer eBooks
  

• Holdings

  Holdings Record Display

  • Location:ONLINEWhere is this?
    
  • Call Number: HF5410-5417.5
    
  • Number of Items:
    0
  • Status:No information available 

   
• Library of Congress Subjects:Economics.
  Information systems.
  Industrial management.
  Marketing.
  Entrepreneurship.
  
• Subject(s):Electronic books.
  Economics/Management Science.
  Marketing.
  Operations Research/Decision Theory.
  e-Commerce/e-business.
  Entrepreneurship.
  Management/Business for Professionals.
  Information Systems Applications (incl.Internet).
  
• Description:1 online resource
  
• Series:International Series in Operations Research & Management Science, 121
  
• Terms governing use:Access may be restricted to institutions with a site license.
  
• 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 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 dealt with. 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.
  
• ISBN:9780387782133
  9780387782126
  
• Contents:The past, the present, and the future of marketing decision models
  Developments in conjoint analysis
  Interactive consumer decision aids
  Advertising models
  Sales promotion models
  Models for sales management decisions
  Modeling competitive responsiveness
  Models of customer value
  Decision models for customer relationship management (CRM)
  Marketing models for electronic commerce
  Time-series models in marketing
  Neural nets and genetic algorithms in marketing
  Decision models for the movie industry
  Strategic marketing decision models for the pharmaceutical industry
  Models for the financial-performance effects of marketing
  Marketing engineering: models that connect with practice
  Advances in marketing management support systems
  Index. .