عنوان

Handbook of marketing decision models

Standard Number

electronic

First Statement of Responsibility

Wierenga, Berend

Title Proper

Handbook of marketing decision models

Place of Publication, Distribution, etc.

New York, NY : Springer US, 8002

Date of Publication, Distribution, etc.

2008

Specific Material Designation and Extent of Item

X, 625 S. : Ill., graph. Darst

Series Title

International Series in Operations Research et Management Science, 121

Text of Note

Berend Wierenga

Text of Note

R

Text of Note

he Past, the Present and the Future of Marketing Decision Models.- Consumer Decision Making Models.- Developments in Conjoint Analysis.- Interactive Consumer Decision Aids.- Marketing Mix Models.- Advertising Models.- Sales Promotion Models.- Models for Sales Management Decisions.- Modeling Competitive Responsiveness.- Customer-Centric Marketing Models.- Models of Customer Value.- Decision Models for Customer Relationship Management )CRM(.- Marketing Models for Electronic Commerce.- Special Model Approaches.- Time-Series Models in Marketing.- Neural Nets and Genetic Algorithms in Marketing.- Industry-Specific Models.- Decision Models for the Movie Industry.- Strategic Marketing Decision Models for the Pharmaceutical Industry.- Return on Marketing Models.- Models for the Financial-Performance Effects of Marketing.- Implementation, Use and Success of Marketing Models.- Marketing Engineering: Models that Connect with Practice.- Advances in Marketing Management Support Systems

Class number

Relator Code

AU

NO