| 书目名称 | Handbook of Marketing Decision Models | | 编辑 | Berend Wierenga,Ralf van der Lans | | 视频video | | | 概述 | Complete update of 2008 first edition.New chapters on online marketing, social networks, models for customer lifetime value, and behavioral targeting.Wierenga is one of the most respected researchers | | 丛书名称 | International Series in Operations Research & Management Science | | 图书封面 |  | | 描述 | .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 methodologicaldevelopments 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 th | | 出版日期 | Book 2017Latest edition | | 关键词 | Customer Lifetime Value; Eye Tracking; Marketing Decision Models; Marketing Models; Online Marketing; Str | | 版次 | 2 | | doi | https://doi.org/10.1007/978-3-319-56941-3 | | isbn_softcover | 978-3-319-86041-1 | | isbn_ebook | 978-3-319-56941-3Series ISSN 0884-8289 Series E-ISSN 2214-7934 | | issn_series | 0884-8289 | | copyright | Springer International Publishing AG 2017 |
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发表于 2025-3-21 17:01:14
