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Handbook of marketing decision models

Lans, Ralf van der.

Handbook of marketing decision models

Record Type:	Electronic resources : Monograph/item
Title/Author:	Handbook of marketing decision modelsedited by Berend Wierenga, Ralf van der Lans.
other author:	Wierenga, Berend.
Published:	Cham :Springer International Publishing :2017.
Description:	xi, 598 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	MarketingCongresses.Decision making
Online resource:	http://dx.doi.org/10.1007/978-3-319-56941-3
ISBN:	9783319569413$q(electronic bk.)

Handbook of marketing decision models
Handbook of marketing decision models[electronic resource] /edited by Berend Wierenga, Ralf van der Lans. - 2nd ed. - Cham :Springer International Publishing :2017. - xi, 598 p. :ill., digital ;24 cm. - International series in operations research & management science,v.2540884-8289 ;. - International series in operations research & management science ;v. 140..

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.

ISBN: 9783319569413$q(electronic bk.)

Standard No.: 10.1007/978-3-319-56941-3doiSubjects--Topical Terms:

789186
Marketing
--Decision making--Congresses.

LC Class. No.: HF5415.135 / .H36 2017

Dewey Class. No.: 658.802

Handbook of marketing decision models
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