Erschienen: 21.06.2017 Abbildung von Wierenga / van der Lans | Handbook of Marketing Decision Models | 2nd ed. 2017 | 2017 | 254

Wierenga / van der Lans

Handbook of Marketing Decision Models

Buch. Hardcover

2nd ed. 2017. 2017

xi, 598 S.

ISBN 978-3-319-56939-0

Format (B x L): 15,5 x 23,5 cm

Gewicht: 1075 g

Produktbeschreibung

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.

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