000			02788cam a2200241u 4500
007			ta
008			090519s2008 ||||||||||||||||||||eng|u
020			_a9780387782126
245	0	0	_aHandbook of marketing decision models / _cBerend Wierenga, editor.
260			_aNew York : _bSpringer, _cc2008.
300			_ax, 625. p. : _bill ; _c24 cm.
440		0	_aInternational series in operations research & management science _vv. 121
500			_aIncludes bibliographical references and index.
505			_aThe past, the present, and the future of marketing decision models.- Developments in conjoint analysis.- Interactive consumer decision aids.- Advertising models.- Sales promotion models.- Models for sales management decisions.- Modeling competitive responsiveness.- Models of customer value.- Decision models for customer relationship management (CRM).- Marketing models for electronic commerce.- Time-series models in marketing.- Neural nets and genetic algorithms in marketing.- Decision models for the movie industry.- Strategic marketing decision models for the pharmaceutical industry.- Models for the financial-performance effects of marketing.- Marketing engineering: models that connect with practice.- Advances in marketing management support systems.- Index.
520			_aMarketing 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.
650		4	_aMarketing _xDecision making _vMathematical models _vCongresses.
650		4	_aMarketing decision models.
700			_aWierenga, Berend, _eEditor.
005			20170126095032.0
001			31573
003			UOWD
942			_cREGULAR
999			_c13592 _d13592