| 000 | 00000nam u2200205 a 4500 | |
| 001 | 000045916764 | |
| 005 | 20170928134252 | |
| 008 | 170927s2017 sz a b 001 0 eng d | |
| 020 | ▼a 9783319569390 | |
| 040 | ▼a 211009 ▼c 211009 ▼d 211009 | |
| 082 | 0 4 | ▼a 658.802 ▼2 23 |
| 084 | ▼a 658.802 ▼2 DDCK | |
| 090 | ▼a 658.802 ▼b H236-2 | |
| 245 | 0 0 | ▼a Handbook of marketing decision models / ▼c edited by Berend Wierenga, Ralf van der Lans. |
| 250 | ▼a 2nd ed. | |
| 260 | ▼a Cham : ▼b Springer, ▼c c2017. | |
| 300 | ▼a xi, 598 p. : ▼b ill. ; ▼c 25 cm. | |
| 490 | 1 | ▼a International Series in Operations Research & Management Science ; ▼v 254 |
| 504 | ▼a Includes bibliographical references and index. | |
| 700 | 1 | ▼a Wierenga, Berend. |
| 700 | 1 | ▼a Lans, Ralf van der. |
| 830 | 0 | ▼a International Series in Operations Research & Management Science ; ▼v 254. |
| 945 | ▼a KLPA |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.802 H236-2 | 등록번호 111779184 (5회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
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.
New feature
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.
정보제공 :
목차
Chapter 1 Marketing Decision Models: Progress and Perspectives Introduction the Second Edition of the Handbook of Marketing Decision Models Berend Wierenga and Ralf van der Lans Chapter 2 Sales Promotion Models Harald van Heerde and Scott A. Neslin Chapter 3 Innovation and New Products Research A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions Tingting Fan, Peter N. Golder, and Donald R. Lehmann Chapter 4 Models for the Financial-Performance Effects of Marketing Dominique M. Hanssens and Marnik G. Dekimpe Chapter 5 Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends Tammo H.A. Bijmolt and Peter C. Verhoef Chapter 6 Structural models in marketing: Consumer Demand and Search Pradeep K. Chintagunta Chapter 7 Economic Models of Choice Greg M. Allenby, Jaehwan Kim, and Peter E. Rossi Chapter 8 Empirical Models of Learning Dynamics: A Survey of Recent Developments Andrew T. Ching, Tülin Erdem, and Michael P. Keane Chapter 9 Measurement Models for Marketing Constructs Hans Baumgartner and Bert Weijters Chapter 10 Marketing Models for the Customer-Centric Firm Eva Ascarza, Peter S. Fader, and Bruce G. S. Hardie Chapter 11 Eye Movements during Search and Choice Ralf van der Lans and Michel Wedel Chapter 12 Business-Cycle Research in Marketing Barbara Deleersnyder and Marnik G. Dekimpe Chapter 13 Marketing Models for the Life Sciences Industry Vardan Avagyan , Vardit Landsman , and Stefan Stremersch Chapter 14 Marketing Models for Internet Advertising Randolph E. Bucklin and Paul R. Hoban Chapter 15 Advertising Effectiveness and Media Exposure Peter J Danaher Chapter 16 Social Media Analytics Wendy W. Moe, Oded Netzer, and David A. Schweidel Chapter 17 Integrating Social Networks into Marketing Decision Models Xi Chen, Ralf van der Lans and Michael Trusov Chapter 18 Morphing Theory and Applications Gui B. Liberali, John R. Hauser, and Glen L. Urban Biographies of Authors.