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Handbook of marketing decision models [electronic resource] / Berend Wierenga, editor.

Contributor(s): Material type: TextTextSeries: International series in operations research & management sciencePublication details: New York : Springer, 2008.Description: x, 625 p. : illISBN:
  • 9780387782133
Other title:
  • Marketing decision models
Subject(s): Genre/Form: LOC classification:
  • HF5415.135 .H36 2008
Online resources:
Contents:
pt. 1. Introduction -- pt. 2. Consumer decision making models -- pt. 3. Marketing mix models -- pt. 4. Customer-centric marketing models -- pt. 5. Special model approaches -- pt. 6. Industry-specific models -- pt. 7. Return on marketing models -- pt. 8. Implementation, use and success of marketing models.
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Includes bibliographical references and indexes.

pt. 1. Introduction -- pt. 2. Consumer decision making models -- pt. 3. Marketing mix models -- pt. 4. Customer-centric marketing models -- pt. 5. Special model approaches -- pt. 6. Industry-specific models -- pt. 7. Return on marketing models -- pt. 8. Implementation, use and success of marketing models.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2018. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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