Handbook of Marketing Decision Models

Handbook of Marketing Decision Models

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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.In 2005he has been appointed at the Frank M. Bass Chair of Marketing at the University of Groningen. Donald R. Lehmann ... He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and PhD from the Krannert School of Purdue University. His research ... He has also taught at Chicago, Duke, Washington-St. Louis, Vanderbilt, Rutgers and Columbia Universities.

Title:Handbook of Marketing Decision Models
Author:Berend Wierenga
Publisher:Springer Science & Business Media - 2008-09-05


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