Handbook of marketing decision models / Berend Wierenga, editor.
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| Superior document: | International series in operations research & management science |
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| Year of Publication: | 2008 |
| Language: | English |
| Series: | International series in operations research & management science.
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| Online Access: | |
| Physical Description: | x, 625 p. :; ill. |
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Table of 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.