Handbook of marketing decision models

To chci

"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."--Nakladatelská anotace … celý popis

Podrobná bibliografie

Další autoři

B. Wierenga, 1945-
Radulfus Johannes Adrianus van der Lans, 1977-
SpringerLink (online služba)

Typ dokumentu

Knihy

Fyzický popis

1 online zdroj (xi, 598 stran) : ilustrace (některé barevné), grafická znázornění

Vydáno

Cham, Switzerland : Springer, [2017]

Vydání

Second edtion

Edice

International series in operations research & management science

Témata

podnikání > ev

marketing > ev

operační analýza > te

rozhodování > ps

ekonometrie > ev

sledování pohybu očí

elektronické knihy

sborníky

Bibliografie

Obsahuje bibliografie a rejstříky

ISBN

978-3-319-56941-3

Obsah

Chapter 1 -- Marketing Decision Models: Progress and Perspectives -- Chapter 2 -- Sales Promotion Models -- Chapter 3 -- Innovation and New Products Research -- A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions -- Chapter 4 -- Models for the Financial-Performance Effects of Marketing -- Chapter 5 -- Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends -- Chapter 6 -- Structural models in marketing: Consumer Demand and Search -- Chapter 7 -- Economic Models of Choice -- Chapter 8 -- Empirical Models of Learning Dynamics: A Survey of Recent Developments -- Chapter 9 -- Measurement Models for Marketing Constructs -- Chapter 10 -- Marketing Models for the Customer-Centric Firm -- Chapter 11 -- Eye Movements during Search and Choice -- Chapter 12 -- Business-Cycle Research in Marketing -- Chapter 13 -- Marketing Models for the Life Sciences Industry -- Chapter 14 -- Marketing Models for Internet Advertising -- Chapter 15 -- Advertising Effectiveness and Media Exposure -- Chapter 16 -- Social Media Analytics -- Chapter 17 -- Integrating Social Networks into Marketing Decision Models -- Chapter 18 -- Morphing Theory and Applications