Handbook of Marketing Decision Models

Edited by Berend Wierenga ()

in International Series in Operations Research and Management Science from Springer, currently edited by Camille C. Price, Joe Zhu and Frederick S. Hillier

Date: 2008
ISBN: 978-0-387-78213-3
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Chapters in this book:

Ch Chapter 1 The Past, the Present and the Future of Marketing Decision Models

Berend Wierenga

Ch Chapter 10 Marketing Models for Electronic Commerce

Randolph E. Bucklin

Ch Chapter 11 Time-Series Models in Marketing

Marnik G. Dekimpe, Philip Hans Franses, Dominique M. Hanssens and Prasad A. Naik

Ch Chapter 12 Neural Nets and Genetic Algorithms in Marketing

Harald Hruschka

Ch Chapter 13 Decision Models for the Movie Industry

Jehoshua Eliashberg, Charles B. Weinberg and Sam K. Hui

Ch Chapter 14 Strategic Marketing Decision Models for the Pharmaceutical Industry

Venkatesh Shankar

Ch Chapter 15 Models for the Financial-Performance Effects of Marketing

Dominique M. Hanssens and Marnik G. Dekimpe

Ch Chapter 16 Marketing Engineering: Models that Connect with Practice

Gary L. Lilien and Arvind Rangaswamy

Ch Chapter 17 Advances in Marketing Management Support Systems

Berend Wierenga, Gerrit H. Bruggen and Niek A. P. Althuizen

Ch Chapter 2 Developments in Conjoint Analysis

Vithala R. Rao

Ch Chapter 3 Interactive Consumer Decision Aids

Kyle B. Murray and Gerald Häubl

Ch Chapter 4 Advertising Models

Peter Danaher

Ch Chapter 5 Sales Promotion Models

Harald J. Heerde and Scott A. Neslin

Ch Chapter 6 Models for Sales Management Decisions

Sönke Albers and Murali Mantrala

Ch Chapter 7 Modeling Competitive Responsiveness

Peter S.H. Leeflang

Ch Chapter 8 Models of Customer Value

Sunil Gupta and Donald R. Lehmann

Ch Chapter 9 Decision Models for Customer Relationship Management (CRM)

Werner Reinartz and Rajkumar Venkatesan

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DOI: 10.1007/978-0-387-78213-3

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