About this series
International Series in Quantitative Marketing (ISQM) is dedicated to reviewing, exploring, and reporting state-of-the-art marketing issues in the broadest sense. Of interest to the Series are also contributions addressing the interface between marketing and other business disciplines. Marketing problems are typically dynamic, involving multiple decision variables, and their outcomes are uncertain. Many company executives rely on quantitative approaches in addressing them. This is facilitated by new data sources, new methods, and increased computing power. Enhancing our understanding of the effectiveness of quantitative approaches in addressing marketing issues is the focus of the ISQM.