International Series in Operations Research & Management Science

Handbook of Marketing Decision Models

Editors: Wierenga, Berend (Ed.)

  • The book offers systematic, in-depth treatment of marketing modeling approaches in new areas, such as (i) customer value, (i) customer relationship management and (iii) electronic commerce. These are the first systematic accounts on marketing modeling work in these emerging fields
  • The text will be very useful for courses in marketing models, at the PhD level, as well as the Master level
  • Presents the recent developments in marketing mix models, such as advertising, sales promotions, sales management and competition, and in a number of other important fields. Much has happened since these developments were previously documented
  • All chapter are written by worldwide recognized specialists on the topics, who reviewed the most recent models, but also paid attention to applications and implementation. Two chapters are included on industry-specific models (movies and pharmaceuticals)
  • Top experts present the state-of-the-art of marketing decision models in their respective fields, which makes this book is relevant for model builders as well as model users. It is intended for marketing academics, doctoral students, consultants, and analytically-oriented marketing practitioners
  • Marketing decision models is such an essential part of the field of marketing that all serious marketing academics (also with a more general interest in marketing models) should have a copy of this work on their bookshelves
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Buy this book

eBook $269.00
price for USA (gross)
  • ISBN 978-0-387-78213-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover n/a
  • ISBN 978-0-387-78212-6
  • Free shipping for individuals worldwide
Softcover $339.00
price for USA
  • ISBN 978-1-4419-4610-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

 

Reviews

From the reviews:

"This handbook gives an overview of academic research on one facet of marketing: quantitative models. … Each chapter contains a very sizable bibliography, which leads to an impressive consolidated citations index of over 1,000 authors. The volume is a valuable reference for academic researchers and for students writing theses in quantitative marketing models." (L-F. Pau, ACM Computing Reviews, April, 2009)


Table of contents (17 chapters)

  • The Past, the Present and the Future of Marketing Decision Models

    Wierenga, Berend

    Pages 3-20

  • Developments in Conjoint Analysis

    Rao, Vithala R.

    Pages 23-53

  • Interactive Consumer Decision Aids

    Murray, Kyle B. (et al.)

    Pages 55-77

  • Advertising Models

    Danaher, Peter J.

    Pages 81-106

  • Sales Promotion Models

    Heerde, Harald J. (et al.)

    Pages 107-162

Buy this book

eBook $269.00
price for USA (gross)
  • ISBN 978-0-387-78213-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover n/a
  • ISBN 978-0-387-78212-6
  • Free shipping for individuals worldwide
Softcover $339.00
price for USA
  • ISBN 978-1-4419-4610-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Handbook of Marketing Decision Models
Editors
  • Berend Wierenga
Series Title
International Series in Operations Research & Management Science
Series Volume
121
Copyright
2008
Publisher
Springer US
Copyright Holder
Springer-Verlag US
eBook ISBN
978-0-387-78213-3
DOI
10.1007/978-0-387-78213-3
Hardcover ISBN
978-0-387-78212-6
Softcover ISBN
978-1-4419-4610-2
Series ISSN
0884-8289
Edition Number
1
Number of Pages
X, 630
Topics