Handbook of Marketing Decision Models (International Series in Operations Research & Management Science)
| Author | : | |
| Rating | : | 4.61 (677 Votes) |
| Asin | : | 3319569392 |
| Format Type | : | paperback |
| Number of Pages | : | 598 Pages |
| Publish Date | : | 2013-10-16 |
| Language | : | English |
DESCRIPTION:
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. 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 cus
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. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.. From the Back CoverThe Second Edition of this book presents the state of the art in this important field. 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. This Handbook contains eighteen chapte
EditorsBerend Wierenga is Professor of Marketing at the Rotterdam School of Management, Erasmus University. Her research focuses on the implementation of new modeling approaches and advanced estimation methods to the study of marketing phenomena. Verhoef (1972) is Professor of Marketing at the Department of Marketing,