Handbook of Marketing Decision Models

Part I.Introduction

1. The Past, the Present and the Future of Marketing Decision Models
Berend Wierenga

Part II.Consumer Decision Making Models

2. Developments in Conjoint Analysis
Vithala R. Rao

3. Interactive Consumer Decision Aids
Kyle B. Murray, Gerald Häubl

Part III.Marketing Mix Models

4. Advertising Models
Peter J. Danaher

5. Sales Promotion Models
Harald J. Heerde, Scott A. Neslin

6. Models for Sales Management Decisions
Sönke Albers, Murali Mantrala

7. Modeling Competitive Responsiveness
Peter S.H. Leeflang

Part IV.Customer-Centric Marketing Models

8. Models of Customer Value
Sunil Gupta, Donald R. Lehmann

9. Decision Models for Customer Relationship Management (CRM)
Werner J. Reinartz, Rajkumar Venkatesan

10. Marketing Models for Electronic Commerce
Randolph E. Bucklin

Part V.Special Model Approaches

11. Time-Series Models in Marketing
Marnik G. Dekimpe, Philip Hans Franses, Dominique M. Hanssens, Prasad A. Naik

12. Neural Nets and Genetic Algorithms in Marketing
Harald Hruschka

Part VI.Industry-Specific Models

13. Decision Models for the Movie Industry
Jehoshua Eliashberg, Charles B. Weinberg, Sam K. Hui

14. Strategic Marketing Decision Models for the Pharmaceutical Industry
Venkatesh Shankar

Part VII.Return on Marketing Models

15. Models for the Financial-Performance Effects of Marketing
Dominique M. Hanssens, Marnik G. Dekimpe

Part VIII.Implementation, Use and Success of Marketing Models

16. Marketing Engineering: Models that Connect with Practice
Gary L. Lilien, Arvind Rangaswamy

17. Advances in Marketing Management Support Systems
Berend Wierenga, Gerrit H. Bruggen, Niek A. P. Althuizen

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Keywords: BUSINESS & ECONOMICS / Management Science BUS042000