Handbook of marketing decision models

"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...

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Bibliographic Details
Other Authors: Wierenga, B., (Editor), Van der Lans, Ralf, (Editor)
Format: eBook
Language: English
Published: Cham, Switzerland : Springer, [2017]
Edition: Second edition.
Series: International series in operations research & management science ; 254.
Subjects:
Marketing > Decision making > Mathematical models.
elektronické knihy
electronic books
ISBN: 9783319569413
9783319569390
Physical Description: 1 online resource (598 pages)

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Table of contents

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245 0 0 |a Handbook of marketing decision models /  |c Berend Wierenga, Ralf van der Lans, editors. 
250 |a Second edition. 
264 1 |a Cham, Switzerland :  |b Springer,  |c [2017] 
264 4 |c ©2017 
300 |a 1 online resource (598 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
490 1 |a International series in operations research & management science ;  |v volume 254 
504 |a Includes bibliographical references and indexes. 
505 0 |a 1. Marketing Decision Models: Progress and Perspectives -- 2. Sales Promotion Models -- 3. Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions -- 4. Models for the Financial-Performance Effects of Marketing -- 5. Loyalty Programs: Current Insights, Research Challenges, amd emerging trends -- 6. Structural Models in Marketing: Consumer Demand and search -- 7. Economic Models of Choice -- 8. Empirical Models of Learning Dynamics: A Survey of Recent developments -- 9. Measurement Models for Marketing Constructs -- 10. Marketing Models for the Customer-Centric Firm -- 11. Eye Movements During Search and Choice -- 12. Business-Cycle Research in Marketing -- 13. Marketing Models for the Life Sciences Industry -- 14. Marketing Models for Internet Advertising -- 15. Advertising Effectiveness and Media Exposure -- 16. Social Media Analytics -- 17. Integrating Social Networks into Marketing Decision Models -- 18. Morphing Theory and Applications. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a "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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Marketing  |x Decision making  |x Mathematical models. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Wierenga, B.,  |e editor. 
700 1 |a Van der Lans, Ralf,  |e editor. 
776 0 8 |i Print version:  |t Handbook of marketing decision models.  |d Springer, [2017]  |z 3319569392  |w (OCoLC)978478572 
830 0 |a International series in operations research & management science ;  |v 254. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1007/978-3-319-56941-3  |y Plný text 
992 |c NTK-SpringerBM 
999 |c 98187  |d 98187 
993 |x NEPOSILAT  |y EIZ 

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