Handbook of Marketing Decision Models

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 methodologicaldevelopments 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.

Complete update of 2008 first edition New chapters on online marketing, social networks, models for customer lifetime value, and behavioral targeting Wierenga is one of the most respected researchers in Marketing Science Includes supplementary material: sn.pub/extras

Autorentext

Editors

Berend Wierenga is Professor of Marketing at the Rotterdam School of Management, Erasmus University. His main research areas are marketing models, managerial decision making in marketing, and marketing management support systems. He published widely on these topics in journals such as International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, and many others. His books include Marketing Management Support Systems: Principles, Tools and Implementation (2000) and Marketing Decision Making and Decision Support (2010) (both with Gerrit van Bruggen). Berend Wierenga is the Founding Editor of the International Journal of Research in Marketing (Journal of the European Marketing Academy-EMAC) and is the Editor of the first edition of the Handbook of Marketing Decision Models (2008). Before joining Erasmus University, he was a faculty member at Wageningen University where he also obtained his PhD. He held visiting positions at Stanford University, INSEAD, and The Wharton School of the University of Pennsylvania. At Rotterdam School of Management, Berend Wierenga was Chairman of the Marketing Department, Scientific Director of ERIM (Erasmus Research Institute of Management), and Dean of the School. He is the recipient of the inaugural EMAC Distinguished Marketing Scholar Award, the Ad Fontes Penning of the Erasmus University, and he was appointed Officer in the Order of Oranje-Nassau.

Ralf van der Lans is Associate Professor of Marketing at Hong Kong University of Science and Technology, Hong Kong. He has a MSc in econometrics from Erasmus University Rotterdam and a Ph.D. (both cum laude) from Tilburg University, the Netherlands. His main research interests are in eye-tracking, social networks and choice for which he develops statistical and econometric models to improve marketing decisions in these areas. His research appeared in journals such as Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing, and Journal of the American Statistical Association. Van der Lans is a member of the editorial board of the *International Journal of Research in Marketing *and has won several research and teaching awards.

Contributing Authors

Harald van Heerde is Research Professor of Marketing and MSA Charitable Trust Chair in Marketing at Massey University, Auckland, New Zealand. He has an MSC in Econometrics (cum laude) and a Ph.D. (cum laude) from the University of Groningen, the Netherlands. He has published in the major marketing journals about measuring marketing effectiveness, with a special emphasis on dynamic effects and time-varying parameters. Van Heerde serves as an Associate Editor at Marketing Science and at theJournal of Marketing Research and as an editorial board member at the Journal of Marketing and the International Journal of Research in Marketing.

Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Tuck School of Business, Dartmouth College. He has been a visiting scholar at the Yale School of Management, the Fuqua School of Business, and Columbia Business School. Professor Neslin's expertise is in sales promotion, advertising, and database marketing. He is co-author with Robert C. Blattberg of the book, Sales Promotion: Concepts, Methods, and Strategies, and author of the Marketing Science Institute monograph, Sales Promotion. Professor Neslin has served as President of the INFORMS Society for Marketing Science (ISMS) and is an ISMS Fellow. Website: http://mba.tuck.dartmouth.edu/pages/faculty/scott.neslin/

Tingting Fan is an assistant professor at Department of Marketing, Business School of The Chinese University ofHong Kong. She got her Ph.D. from Stern School of Business, New York University. Her research interest includes quantitative marketing, consumer experience with high-technology products and services, digital marketing (mobile phone, video games, and online social network), branding, and empirical IO (industrial organization). Her research has won research grants from Wharton Customer Analytics Initiative (WCAI), Marketing Science Institute (MSI), and Product Development Management Association (PDMA). She is now teaching Marketing Management and New Product Management.

Peter N. Golder is Professor of Marketing at the Tuck School of Business at Dartmouth. His research on market entry timing, new products, long-term market leadership, and quality has won more than 10 best paper or best book awards including several of the most prestigious awards in the field: O'Dell (Journal of Marketing Research), Maynard (Journal of Marketing), INFORMS Long Term Impact Award (MarketingScience), Bass (Marketing Science), and Berry Book Prize (American Marketing Association).

Donald R. Lehmann is George E. Warren Professor of Business at Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and PhD from the Krannert School of Purdue University. His research interests include modeling choice and decision making, meta-analysis, the introduction and adoption of innovations, and the measurement and management of marketing assets (customers and brands). He has taught courses in marketing, management, and statistics at Columbia, and has also taught at Cornell, Dartmouth, and New York University. He has published in and served on the editorial boards of Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, and Marketing Science, and was the founding editor of Marketing Letters and editor of the International Journal of Research in Marketing. In addition to numerous journal articles, he has published several books: including Market Research and Analysis, Analysis for Marketing Planning, Product Management, Meta Analysis in Marketing, and Managing Customers as Investments. He has won best paper awards from several journals, multiple lifetime achievement awards, and is a Fellow of both the Association for Consumer Research and the Informs Society for Marketing Science. Professor Lehmann has served as…