Handbook of marketing decision models /
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| Format: | Book |
| Language: | English |
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New York, NY :
Springer,
c2008.
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Table of Contents:
- 1. The past, the present and the future of marketing decision models / Berend Wierenga
- 2. Developments in conjoint analysis / Vithala R. Rao
- 3. Interactive consumer decision aids / Kyle B. Murray and Gerald Häubl
- 4. Advertising models / Peter J. Danaher
- 5. Sales promotion models / Harald J. van Heerde and Scott A. Neslin
- 6. Models for sales management decisions / Sönke Albers and Murali Mantrala
- 7. Modeling competitive responsiveness / Peter S.H. Leeflang
- 8. Models of customer value / Sunil Gupta and Donald R. Lehmann
- 9. Decison models for customer relationship management (CRM) / Werner J. Reinartz and Rajkumar Venkatesan
- 10. Marketing models for electronic commerce / Randolph E. Bucklin
- 11. Time-series models in marketing / Marnik G. Dekimpe ... [et al.]
- 12. Neural nets and genetic algorithms in marketing / Harald Hruschka
- 13. Decision models for the movie industry / Jehoshua Eliashberg, Charles B. Weinberg, and Sam K. Hui
- 14. Strategic marketing decision models for the pharmaceutical industry / Venkatesh Shankar
- 15. Models for the financial-performance effects of marketing / Dominique M. Hanssens and Marnik G. Dekimpe
- 16. Marketing engineering : models that connect with practice / Gary L. Lilien and Arvind Rangaswamy
- 17. Advances in marketing management support systems / Berend Wierenga, Gerrit H. van Bruggen, and Niek A.P. Althuizen.