Handbook of Marketing Decision ModelsBerend Wierenga Springer Science & Business Media, 5 sep 2008 - 630 pagina's 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.
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Inhoudsopgave
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Interactive Consumer Decision Aids | 55 |
Marketing Mix Models | 80 |
Advertising Models | 81 |
Sales Promotion Models | 107 |
Models for Sales Management Decisions | 163 |
Special Model Approaches | 372 |
TimeSeries Models in Marketing | 373 |
Neural Nets and Genetic Algorithms in Marketing | 399 |
IndustrySpecific Models | 436 |
Decision Models for the Movie Industry | 437 |
Strategic Marketing Decision Models for the Pharmaceutical Industry | 469 |
Return on Marketing Models | 499 |
Models for the FinancialPerformance Effects of Marketing | 501 |
Modeling Competitive Responsiveness | 211 |
CustomerCentric Marketing Models | 254 |
Models of Customer Value | 255 |
Decision Models for Customer Relationship Management CRM | 291 |
Marketing Models for Electronic Commerce | 327 |
Implementation Use and Success of Marketing Models | 524 |
Models that Connect with Practice | 527 |
Advances in Marketing Management Support Systems | 561 |
Early Titles in the INTERNATIONAL SERIES IN OPERATIONS RESEARCH MANAGEMENT SCIENCE | 626 |