Handbook of Marketing Decision Models

Editors:

ISBN: 978-0-387-78212-6 (Print) 978-0-387-78213-3 (Online)

Table of contents (17 chapters)

  1. Front Matter

    Pages i-x

  2. Introduction

    1. Front Matter

      Pages 1-1

    2. No Access

      Book Chapter

      Pages 3-20

      The Past, the Present and the Future of Marketing Decision Models

  3. Consumer Decision Making Models

    1. Front Matter

      Pages 21-21

    2. No Access

      Book Chapter

      Pages 23-53

      Developments in Conjoint Analysis

    3. No Access

      Book Chapter

      Pages 55-77

      Interactive Consumer Decision Aids

  4. Marketing Mix Models

    1. Front Matter

      Pages 79-79

    2. No Access

      Book Chapter

      Pages 81-106

      Advertising Models

    3. No Access

      Book Chapter

      Pages 107-162

      Sales Promotion Models

    4. No Access

      Book Chapter

      Pages 163-210

      Models for Sales Management Decisions

    5. No Access

      Book Chapter

      Pages 211-251

      Modeling Competitive Responsiveness

  5. Customer-Centric Marketing Models

    1. Front Matter

      Pages 253-253

    2. No Access

      Book Chapter

      Pages 255-290

      Models of Customer Value

    3. No Access

      Book Chapter

      Pages 291-326

      Decision Models for Customer Relationship Management (CRM)

    4. No Access

      Book Chapter

      Pages 327-369

      Marketing Models for Electronic Commerce

  6. Special Model Approaches

    1. Front Matter

      Pages 371-371

    2. No Access

      Book Chapter

      Pages 373-398

      Time-Series Models in Marketing

    3. No Access

      Book Chapter

      Pages 399-433

      Neural Nets and Genetic Algorithms in Marketing

  7. Industry-Specific Models

    1. Front Matter

      Pages 435-435

    2. No Access

      Book Chapter

      Pages 437-468

      Decision Models for the Movie Industry

    3. No Access

      Book Chapter

      Pages 469-498

      Strategic Marketing Decision Models for the Pharmaceutical Industry

  8. Return on Marketing Models

    1. Front Matter

      Pages 499-499

    2. No Access

      Book Chapter

      Pages 501-523

      Models for the Financial-Performance Effects of Marketing

  9. Implementation, Use and Success of Marketing Models

    1. Front Matter

      Pages 525-525

    2. No Access

      Book Chapter

      Pages 527-559

      Marketing Engineering: Models that Connect with Practice

    3. No Access

      Book Chapter

      Pages 561-592

      Advances in Marketing Management Support Systems

  10. Back Matter

    Pages 593-628