Handbook of marketing decision models - Wierenga, B.; ProQuest (Firm); Workshop on Advances in Marketing Decision Models (2006 : Athens, Greece) (New York : Springer, 2008)
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.
Includes bibliographical references and indexes.
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Keywords: Marketing -- Decision making -- Mathematical models -- Congresses; Electronic books