LEADER 05264nam 22009735 450 001 9910959577703321 005 20251022104916.0 010 $a9780387782133 010 $a0387782133 024 7 $a10.1007/978-0-387-78213-3 035 $a(CKB)1000000000491348 035 $a(EBL)364637 035 $a(OCoLC)288474829 035 $a(SSID)ssj0000167811 035 $a(PQKBManifestationID)11161503 035 $a(PQKBTitleCode)TC0000167811 035 $a(PQKBWorkID)10177979 035 $a(PQKB)10768039 035 $a(SSID)ssj0000770553 035 $a(PQKBManifestationID)12367725 035 $a(PQKBTitleCode)TC0000770553 035 $a(PQKBWorkID)10808713 035 $a(PQKB)11616714 035 $a(DE-He213)978-0-387-78213-3 035 $a(MiAaPQ)EBC364637 035 $a(PPN)12905982X 035 $a(EXLCZ)991000000000491348 100 $a20100301d2008 u| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aHandbook of Marketing Decision Models /$fedited by Berend Wierenga 205 $a1st ed. 2008. 210 1$aNew York, NY :$cSpringer US :$cImprint: Springer,$d2008. 215 $a1 online resource (630 p.) 225 1 $aInternational Series in Operations Research & Management Science,$x2214-7934 ;$v121 300 $aDescription based upon print version of record. 311 08$a9781441946102 311 08$a1441946101 311 08$a9780387782126 311 08$a0387782125 320 $aIncludes bibliographical references and indexes. 327 $aThe Past, the Present and the Future of Marketing Decision Models -- Consumer Decision Making Models -- Developments in Conjoint Analysis -- Interactive Consumer Decision Aids -- Marketing Mix Models -- Advertising Models -- Sales Promotion Models -- Models for Sales Management Decisions -- Modeling Competitive Responsiveness -- Customer-Centric Marketing Models -- Models of Customer Value -- Decision Models for Customer Relationship Management (CRM) -- Marketing Models for Electronic Commerce -- Special Model Approaches -- Time-Series Models in Marketing -- Neural Nets and Genetic Algorithms in Marketing -- Industry-Specific Models -- Decision Models for the Movie Industry -- Strategic Marketing Decision Models for the Pharmaceutical Industry -- Return on Marketing Models -- Models for the Financial-Performance Effects of Marketing -- Implementation, Use and Success of Marketing Models -- Marketing Engineering: Models that Connect with Practice -- Advances in Marketing Management Support Systems. 330 $aMarketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries. . 410 0$aInternational Series in Operations Research & Management Science,$x2214-7934 ;$v121 606 $aSales management 606 $aMarketing 606 $aOperations research 606 $aElectronic commerce 606 $aEntrepreneurship 606 $aNew business enterprises 606 $aManagement 606 $aSales and Distribution 606 $aMarketing 606 $aOperations Research and Decision Theory 606 $ae-Commerce and e-Business 606 $aEntrepreneurship 606 $aManagement 615 0$aSales management. 615 0$aMarketing. 615 0$aOperations research. 615 0$aElectronic commerce. 615 0$aEntrepreneurship. 615 0$aNew business enterprises. 615 0$aManagement. 615 14$aSales and Distribution. 615 24$aMarketing. 615 24$aOperations Research and Decision Theory. 615 24$ae-Commerce and e-Business. 615 24$aEntrepreneurship. 615 24$aManagement. 676 $a658.8 676 $a658.802 701 $aWierenga$b B$0572008 712 12$aWorkshop on Advances in Marketing Decision Models$f(2006 :$eAthens, Greece) 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910959577703321 996 $aHandbook of marketing decision models$94370421 997 $aUNINA