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Handbook of Marketing Decision Models

  • Couverture cartonnée
  • 630 Nombre de pages
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Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly... Lire la suite
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Description

Marketing 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.

Résumé
This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models.Handbook of Marketing Decision Models presents the state of the art in marketing decision models.

Contenu

The 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.

Informations sur le produit

Titre: Handbook of Marketing Decision Models
Éditeur:
Code EAN: 9781441946102
ISBN: 978-1-4419-4610-2
Format: Couverture cartonnée
Genre: Economie
nombre de pages: 630
Poids: 954g
Taille: H235mm x B235mm x T155mm
Année: 2010
Auflage: Softcover reprint of hardcover 1st ed. 2008