This book 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.

Additional Metadata
Keywords decision theory, e-business, electronic commerce, entrepreneurship, information systems applications, management science, marketing decision models, marketing research, operations research
Publisher Springer International, New York etc.
ISBN 978-0-387-78213-3
Persistent URL dx.doi.org/10.1007/978-0-387-78213-3, hdl.handle.net/1765/12585
Series ERIM (Electronic) Books and Chapters
Citation
Wierenga, B. (2008). Handbook of Marketing Decision Models. ERIM (Electronic) Books and Chapters. Springer International, New York etc. doi:10.1007/978-0-387-78213-3