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  • eBook:Handbook of Marketing Decision Models

    Handbook of Marketing Decision Models

    Berend Wierenga
    978-0-387-78213-3
    2008
    Edition 1
    • The book offers systematic, in-depth treatment of marketing modeling approaches in new areas, such as (i) customer value, (i) customer relationship management and (iii) electronic commerce. These are the first systematic accounts on marketing modeling work in these emerging fields
    • The text will be very useful for courses in marketing models, at the PhD level, as well as the Master level
    • Presents the recent developments in marketing mix models, such as advertising, sales promotions, sales management and competition, and in a number of other important fields. Much has happened since these developments were previously documented
    • All chapter are written by worldwide recognized specialists on the topics, who reviewed the most recent models, but also paid attention to applications and implementation. Two chapters are included on industry-specific models (movies and pharmaceuticals)
    • Top experts present the state-of-the-art of marketing decision models in their respective fields, which makes this book is relevant for model builders as well as model users. It is intended for marketing academics, doctoral students, consultants, and analytically-oriented marketing practitioners
    • Marketing decision models is such an essential part of the field of marketing that all serious marketing academics (also with a more general interest in marketing models) should have a copy of this work on their bookshelves

    €578

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