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Handbook of marketing decision models /
"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...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cham, Switzerland :
Springer,
[2017]
|
| Edición: | Second edition. |
| Colección: | International series in operations research & management science ;
254. |
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 245 | 0 | 0 | |a Handbook of marketing decision models / |c Berend Wierenga, Ralf van der Lans, editors. |
| 250 | |a Second edition. | ||
| 264 | 1 | |a Cham, Switzerland : |b Springer, |c [2017] | |
| 264 | 4 | |c Ã2017 | |
| 300 | |a 1 online resource (598 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file | ||
| 347 | |b PDF | ||
| 490 | 1 | |a International series in operations research & management science ; |v volume 254 | |
| 504 | |a Includes bibliographical references and indexes. | ||
| 505 | 0 | |a 1. Marketing Decision Models: Progress and Perspectives -- 2. Sales Promotion Models -- 3. Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions -- 4. Models for the Financial-Performance Effects of Marketing -- 5. Loyalty Programs: Current Insights, Research Challenges, amd emerging trends -- 6. Structural Models in Marketing: Consumer Demand and search -- 7. Economic Models of Choice -- 8. Empirical Models of Learning Dynamics: A Survey of Recent developments -- 9. Measurement Models for Marketing Constructs -- 10. Marketing Models for the Customer-Centric Firm -- 11. Eye Movements During Search and Choice -- 12. Business-Cycle Research in Marketing -- 13. Marketing Models for the Life Sciences Industry -- 14. Marketing Models for Internet Advertising -- 15. Advertising Effectiveness and Media Exposure -- 16. Social Media Analytics -- 17. Integrating Social Networks into Marketing Decision Models -- 18. Morphing Theory and Applications. | |
| 520 | |a "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"--Provided by publisher | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing |x Decision making |x Mathematical models. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Marketing |x Decision making |x Mathematical models |2 fast | |
| 655 | 4 | |a Electronic books. | |
| 655 | 7 | |a Conference papers and proceedings |2 fast | |
| 700 | 1 | |a Wierenga, B., |e editor. | |
| 700 | 1 | |a Van der Lans, Ralf, |e editor. | |
| 758 | |i has work: |a Handbook of marketing decision models (Text) |1 https://id.oclc.org/worldcat/entity/E39PCH88Tcw4tBWDk7dvYt4VP3 |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |t Handbook of marketing decision models. |d Springer, [2017] |z 3319569392 |w (OCoLC)978478572 |
| 830 | 0 | |a International series in operations research & management science ; |v 254. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=4914135 |z Texto completo |
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