Screen LibraryHandbook 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 the r...
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| Corporate Authors: | |
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| Group Author: | ; |
| Published: |
Springer International Publishing : Imprint: Springer,
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| Publisher Address: | Cham : |
| Publication Dates: | 2017. |
| Literature type: | eBook |
| Language: | English |
| Edition: | Second edition. |
| Series: |
International Series in Operations Research & Management Science,
254 |
| Subjects: | |
| Online Access: |
http://dx.doi.org/10.1007/978-3-319-56941-3 |
| Summary: |
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 the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while |
| Carrier Form: | 1 online resource : illustrations. |
| ISBN: | 9783319569413 |
| Index Number: | HD30 |
| CLC: | C934 |
| Contents: | Chapter 1 -- Marketing Decision Models: Progress and Perspectives -- Introduction the Second Edition of the Handbook of Marketing Decision Models -- Berend Wierenga and Ralf van der Lans -- Chapter 2 -- Sales Promotion Models -- Harald van Heerde and Scott A. Neslin -- Chapter 3 -- Innovation and New Products Research -- A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions -- Tingting Fan, Peter N. Golder, and Donald R. Lehmann -- Chapter 4 -- Models for the Financial-Performance Effects of Marketing -- Dominique M. Hanssens and Marnik G. Dekimpe - |