Handbook of Marketing Decision Models - Couverture rigide

Couverture rigide

ISBN 10 : 0387782125 ISBN 13 : 9780387782126

Editeur : Springer-Verlag New York Inc., 2008

Synopsis

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.

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.

Détails de l'édition

• Éditeur: Springer-Verlag New York Inc.
• Date d'édition: 2008
• ISBN 10: 0387782125
• ISBN 13: 9780387782126
• Reliure: Relié
• Langue: anglais
• Numéro d'édition: 1
• Nombre de pages: 630
• Éditeur: Wierenga Berend
• Coordonnées du fabricant: non disponible