Handbook of Marketing Decision Models
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Beschreibung
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.
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.
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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Berend Wierenga
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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)
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