Handbook of Marketing Decision Models (Hardcover, 2nd ed. 2017)

The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	International Series in Operations Research & Management Science, 254
Release date:	July 2017
First published:	2017
Editors:	Berend Wierenga • Ralf van der Lans
Dimensions:	235 x 155 x 40mm (L x W x T)
Format:	Hardcover
Pages:	598
Edition:	2nd ed. 2017
ISBN-13:	978-3-319-56939-0
Categories:	Books > Business & Economics > Business & management > Management & management techniques > Operational research Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-319-56939-2
Barcode:	9783319569390

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