Titlebook: Handbook of Marketing Decision Models; Berend Wierenga,Ralf van der Lans Book 2017Latest edition Springer International Publishing AG 2017

FLING

Models for the Financial-Performance Effects of Marketing,rketing mix, they also relate well to investors’ evaluation of the firm. To that extent, we treat marketing as an investment in customer value creation and communication that ultimately leads to shareholder value.

缓和

MOTTO

朴素

Economic Models of Choice,ed by specifications of the utility function and accompanying budget constraint that allows separation of what is gained (i.e., utility) from that which is given up in an exchange. Direct utility maximization rationalizes observed choice as arising from goal-oriented consumers who are resource const

Diaphragm

Empirical Models of Learning Dynamics: A Survey of Recent Developments,ereby the prior history of a consumer or market affects current utility evaluations (e.g., social learning, search, correlated learning, information spillover, etc.). In the present chapter, we focus on discussing this rapidly growing literature that deals with this broader view of learning dynamics

Antigen

Measurement Models for Marketing Constructs, of the conceptual entities of interest is a nontrivial task, and before substantive issues can be addressed, the adequacy of the available measures has to be ascertained. In this chapter, we discuss a wide variety of measurement models that researchers can use to evaluate the quality of their measu

grotto

Marketing Models for the Customer-Centric Firm,retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they remain a customer). In this chapter we review the key data-based tools and methods that have been developed by marketing scientists (and researchers and practitioners in related fi

DEMUR

Eye Movements During Search and Choice, and choice. This chapter reviews this development and provides a framework that assists marketing researchers in collecting and processing eye tracking data and incorporating that data into marketing decision models. The authors demonstrate how eye movement data is collected using modern eye-tracki

Slit-Lamp

Nomogram

Marketing Models for Internet Advertising,eveloped for use in display advertising and sponsored search advertising. Together, these media account for the bulk of online advertising spending and most of the recent modeling advances in internet advertising. The chapter describes the challenges that confront modelers in these areas, including