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Handbook of marketing decision models

Wierenga, Berend.

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Handbook of marketing decision models

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Handbook of marketing decision models/ edited by Berend Wierenga, Ralf van der Lans.
其他作者:	Wierenga, Berend.
出版者:	Cham :Springer International Publishing : : 2017.,
面頁冊數:	xi, 598 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Marketing - Congresses. - Decision making -
電子資源:	http://dx.doi.org/10.1007/978-3-319-56941-3
ISBN:	9783319569413

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.254..

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

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

3250296
Marketing
--Decision making--Congresses.

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

Dewey Class. No.: 658.802

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