Handbook of Marketing Decision Models

Handbook of Marketing Decision Models PDF

Author: Berend Wierenga

Publisher: Springer Science & Business Media

Published: 2008-09-05

Total Pages: 621

ISBN-13: 0387782133

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Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Handbook of Marketing Decision Models

Handbook of Marketing Decision Models PDF

Author: Berend Wierenga

Publisher: Springer

Published: 2017-07-12

Total Pages: 598

ISBN-13: 3319569414

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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.

Building Models for Marketing Decisions

Building Models for Marketing Decisions PDF

Author: Peter S.H. Leeflang

Publisher: Springer Science & Business Media

Published: 2013-06-29

Total Pages: 642

ISBN-13: 146154050X

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This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.

Modeling Markets

Modeling Markets PDF

Author: Peter S.H. Leeflang

Publisher: Springer

Published: 2014-11-12

Total Pages: 417

ISBN-13: 1493920863

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This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.

The Handbook of Marketing Research

The Handbook of Marketing Research PDF

Author: Rajiv Grover

Publisher: SAGE Publications

Published: 2006-06-23

Total Pages: 721

ISBN-13: 1452261539

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The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Marketing Models

Marketing Models PDF

Author: Gary L. Lilien

Publisher: Prentice Hall

Published: 1992

Total Pages: 803

ISBN-13: 9780135456415

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The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.

Marketing Decision Making and the Management of Pricing

Marketing Decision Making and the Management of Pricing PDF

Author: Rajagopal

Publisher: IGI Global

Published: 2013-05-31

Total Pages: 274

ISBN-13: 1466640952

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"This book provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership"--Provided by publisher.

Decision Models in Engineering and Management

Decision Models in Engineering and Management PDF

Author: Patricia Guarnieri

Publisher: Springer

Published: 2015-01-05

Total Pages: 322

ISBN-13: 3319119494

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Providing a comprehensive overview of various methods and applications in decision engineering, this book presents chapters written by a range experts in the field. It presents conceptual aspects of decision support applications in various areas including finance, vendor selection, construction, process management, water management and energy, agribusiness , production scheduling and control, and waste management. In addition to this, a special focus is given to methods of multi-criteria decision analysis. Decision making in organizations is a recurrent theme and is essential for business continuity. Managers from various fields including public, private, industrial, trading or service sectors are required to make decisions. Consequently managers need the support of these structured methods in order to engage in effective decision making. This book provides a valuable resource for graduate students, professors and researchers of decision analysis, multi-criteria decision analysis and group decision analysis. It is also intended for production engineers, civil engineers and engineering consultants.

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