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 Electronic eBook
LanguageEnglish
Published Cham, Switzerland : Springer, [2017]
EditionSecond edition.
SeriesInternational series in operations research & management science ; 254.
Subjects
Marketing > Decision making > Mathematical models.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783319569413
9783319569390
Physical Description1 online resource (598 pages)

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Table of Contents:
  • 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.

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