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Books > Business & Economics > Business & management > Management & management techniques > Operational research
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Handbook of Marketing Decision Models (Hardcover, 2nd ed. 2017)
Loot Price: R10,114
Discovery Miles 101 140
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Handbook of Marketing Decision Models (Hardcover, 2nd ed. 2017)
Series: International Series in Operations Research & Management Science, 254
Expected to ship within 10 - 15 working days
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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
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