TY  - BOOK
AU  - Wierenga,B.
ED  - Workshop on Advances in Marketing Decision Models
TI  - Handbook of marketing decision models
T2  - International series in operations research & management science
SN  - 9780387782126
PY  - 2008///
CY  - New York, NY
PB  - Springer
KW  - Marketing
KW  - Decision making
KW  - Mathematical models
KW  - Congresses
N1  - Before setting out to write their chapters for this book, the authors got together in the 'Workshop on Advances in Marketing Decision Models' which was held in May 27th, 2006, in Athens, Greece"--Pref; Includes bibliographical references and index; The past, the present, and the future of marketing decision models / Berend Wierenga -- Developments in conjoint analysis / Vithala R. Rao -- Interactive consumer decision aids / Kyle B. Murray and Gerald Häubl -- Advertising models / Peter J. Danaher -- Sales promotion models / Harald J. van Heerde and Scott A. Neslin -- Models for sales management decisions / Sönke Albers and Murali Mantrala -- Modeling competitive responsiveness / Peter S.H. Leeflang -- Models of customer value / Sunil Gupta and Donald R. Lehmann -- Decison models for customer relationship management (CRM) / Werner J. Reinartz and Rajkumar Venkatesan -- Marketing models for electronic commerce / Randolph E. Bucklin -- Time-series models in marketing / Marnik G. Dekimpe ... [et al.] -- Neural nets and genetic algorithms in marketing / Harald Hruschka -- Decision models for the movie industry / Jehoshua Eliashberg, Charles B. Weinberg, and Sam K. Hui -- Strategic marketing decision models for the pharmaceutical industry / Venkatesh Shankar -- Models for the financial-performance effects of marketing /  Dominique M. Hanssens and Marnik G. Dekimpe -- Marketing engineering : models that connect with practice / Gary L. Lilien and Arvind Rangaswamy -- Advances in marketing management support systems / Berend Wierenga, Gerrit H. van Bruggen, and Niek A.P. Althuizen
ER  -