Handbook of Marketing Decision Models

  • Berend Wierenga

Part of the International Series in Operations Research & Management Science book series (ISOR, volume 121)

Table of contents

  1. Front Matter
    Pages i-x
  2. Introduction

    1. Front Matter
      Pages 1-1
  3. Consumer Decision Making Models

    1. Front Matter
      Pages 21-21
    2. Vithala R. Rao
      Pages 23-53
    3. Kyle B. Murray, Gerald Häubl
      Pages 55-77
  4. Marketing Mix Models

    1. Front Matter
      Pages 79-79
    2. Peter J. Danaher
      Pages 81-106
    3. Harald J. van Heerde, Scott A. Neslin
      Pages 107-162
    4. Sönke Albers, Murali Mantrala
      Pages 163-210
    5. Peter S.H. Leeflang
      Pages 211-251
  5. Customer-Centric Marketing Models

    1. Front Matter
      Pages 253-253
    2. Sunil Gupta, Donald R. Lehmann
      Pages 255-290
    3. Werner J. Reinartz, Rajkumar Venkatesan
      Pages 291-326
    4. Randolph E. Bucklin
      Pages 327-369
  6. Special Model Approaches

    1. Front Matter
      Pages 371-371
    2. Marnik G. Dekimpe, Philip Hans Franses, Dominique M. Hanssens, Prasad A. Naik
      Pages 373-398
    3. Harald Hruschka
      Pages 399-433
  7. Industry-Specific Models

    1. Front Matter
      Pages 435-435
    2. Jehoshua Eliashberg, Charles B. Weinberg, Sam K. Hui
      Pages 437-468
  8. Return on Marketing Models

    1. Front Matter
      Pages 499-499
    2. Dominique M. Hanssens, Marnik G. Dekimpe
      Pages 501-523
  9. Implementation, Use and Success of Marketing Models

    1. Front Matter
      Pages 525-525
    2. Gary L. Lilien, Arvind Rangaswamy
      Pages 527-559
    3. Berend Wierenga, Gerrit H. van Bruggen, Niek A. P. Althuizen
      Pages 561-592
  10. Back Matter
    Pages 593-628

About this book


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.

The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.



Advertising Analysis Customer Value Marketing Sales Sales Management modeling

Editors and affiliations

  • Berend Wierenga
    • 1
  1. 1.Erasmus UniversityRotterdamThe Netherlands

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking