Handbook of Marketing Decision Models

  • Berend Wierenga
  • Ralf van der Lans

Part of the International Series in Operations Research & Management Science book series (ISOR, volume 254)

Table of contents

  1. Front Matter
    Pages i-xi
  2. Berend Wierenga, Ralf van der Lans
    Pages 1-11
  3. Harald J. van Heerde, Scott A. Neslin
    Pages 13-77
  4. Dominique M. Hanssens, Marnik G. Dekimpe
    Pages 117-142
  5. Tammo H. A. Bijmolt, Peter C. Verhoef
    Pages 143-165
  6. Greg M. Allenby, Jaehwan Kim, Peter E. Rossi
    Pages 199-222
  7. Andrew T. Ching, Tülin Erdem, Michael P. Keane
    Pages 223-257
  8. Hans Baumgartner, Bert Weijters
    Pages 259-295
  9. Eva Ascarza, Peter S. Fader, Bruce G. S. Hardie
    Pages 297-329
  10. Ralf van der Lans, Michel Wedel
    Pages 331-359
  11. Barbara Deleersnyder, Marnik G. Dekimpe
    Pages 361-384
  12. Vardan Avagyan, Vardit Landsman, Stefan Stremersch
    Pages 385-430
  13. Randolph E. Bucklin, Paul R. Hoban
    Pages 431-462
  14. Peter J. Danaher
    Pages 463-481
  15. Wendy W. Moe, Oded Netzer, David A. Schweidel
    Pages 483-504
  16. Xi Chen, Ralf van der Lans, Michael Trusov
    Pages 505-529
  17. Gui B. Liberali, John R. Hauser, Glen L. Urban
    Pages 531-562
  18. Back Matter
    Pages 563-598

About this book


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.


Customer Lifetime Value Eye Tracking Marketing Decision Models Marketing Models Online Marketing Structural Econometrics

Editors and affiliations

  • Berend Wierenga
    • 1
  • Ralf van der Lans
    • 2
  1. 1.Rotterdam School of ManagementErasmus UniversityRotterdam, South HollandThe Netherlands
  2. 2.Department of MarketingHong Kong University of Science and TechnologyKowloonHong Kong

Bibliographic information

  • DOI
  • Copyright Information Springer International Publishing AG 2017
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-56939-0
  • Online ISBN 978-3-319-56941-3
  • Series Print ISSN 0884-8289
  • Series Online ISSN 2214-7934
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking
IT & Software
Consumer Packaged Goods
Energy, Utilities & Environment
Oil, Gas & Geosciences