E-Book, Englisch, Band 121, 630 Seiten
Reihe: International Series in Operations Research & Management Science
Wierenga Handbook of Marketing Decision Models
1. Auflage 2008
ISBN: 978-0-387-78213-3
Verlag: Springer US
Format: PDF
Kopierschutz: 1 - PDF Watermark
E-Book, Englisch, Band 121, 630 Seiten
Reihe: International Series in Operations Research & Management Science
ISBN: 978-0-387-78213-3
Verlag: Springer US
Format: PDF
Kopierschutz: 1 - PDF Watermark
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. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
