Handbook of Marketing Decision Models / edited by Berend Wierenga.

Format:

Book

Conference/Event

Contributor:

Wierenga, B.

Conference Name:

Workshop on Advances in Marketing Decision Models (2006 : Athens, Greece)

Series:

International Series in Operations Research & Management Science, 2214-7934 ; 121

Language:

English

Subjects (All):

Sales management.

Marketing.

Operations research.

Electronic commerce.

Entrepreneurship.

New business enterprises.

Management.

Sales and Distribution.

Operations Research and Decision Theory.

e-Commerce and e-Business.

Local Subjects:

Sales and Distribution.

Marketing.

Operations Research and Decision Theory.

e-Commerce and e-Business.

Entrepreneurship.

Management.

Physical Description:

1 online resource (630 p.)

Edition:

1st ed. 2008.

Place of Publication:

New York, NY : Springer US : Imprint: Springer, 2008.

Language Note:

English

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. .

Contents:

The 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.

Notes:

Description based upon print version of record.

Includes bibliographical references and indexes.

ISBN:

9780387782133

0387782133

OCLC:

288474829