Overview

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. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

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9781441946102

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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)

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)

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)

Aus den Rezensionen: ... Weltweit anerkannte Experten behandeln detailliert Modell-Ansatze in sowohl bereits etablierten als auch neuen Bereichen des Marketings. ... Werbewirkungs-,Verkaufsforderungs- und Managemententscheidungsmodelle werden ausfuhrlich beschrieben. ! Neben theoretischen Ausfuhrungen wird besonderes Augenmerk auf die Implementierung von Marketingmodellen in Unternehmen gelegt. ... Mit dem Handbuch gewinnen insbesondere Doktoratsstudierende einen guten ersten Einblick in den State-of-the-Art von Marketing-Entscheidungsmodellen. Wissenschaftlern, die sich mit der Modellierung von Marketingentscheidungen beschaftigen, dient dieses Buch als wertvolles Nachschlagewerk und als Ausgangspunkt fur weiterfuhrende Modelle in den neuen Bereichen des Marketings. (in: transfer Werbeforschung & Praxis, March/2010, Volume 56, Issue 1, S. 66)

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