Handbook of Marketing Decision Models
            
                International Series in Operations Research  Management Science
Publisher: Springer
Published: 2008
Language: eng
Number of pages: 625
ISBN-13: 9780387782126
Description: "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 covered. 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."--Jacket.