Handbook of marketing decision models

Intro -- Preface -- Appendix: Reviewers of the chapters for the Handbook of Marketing Decision Models (Second Edition) -- Contents -- About the Editors -- 1 Marketing Decision Models: Progress and Perspectives -- 1.1 Dimensions of Marketing Decision Models -- 1.2 The Chapters in This Handbook -- 1.2.1 Accretion -- 1.2.2 Sophistication -- 1.2.3 Exploration -- 1.2.4 Excavation -- 1.3 Perspectives for Marketing Decision Models -- 1.3.1 Information Technology as the Main Driver -- 1.3.2 Shifts in Marketing Models -- 1.3.2.1 From Marketing Mix Instruments to Very Specific Marketing Actions -- 1.3.2.2 From Markets to Individual Customers -- 1.3.2.3 From Purchase to Customer Journey -- References -- 2 Sales Promotion Models -- 2.1 Promotions to the Consumer-Introduction -- 2.2 Customer-Level Models-Incidence, Choice, and Quantity -- 2.2.1 Category Incidence Models -- 2.2.2 Brand Choice Model -- 2.2.3 Purchase Quantity Model -- 2.2.4 Estimation -- 2.2.5 Heterogeneity -- 2.2.6 Integrated Incidence, Choice, Quantity Models -- 2.2.7 Dynamic Structural Models -- 2.3 Customer-Level Models-Extensions -- 2.3.1 Extension 1: Store Switching -- 2.3.2 Extension 2: Cross-Category Effects -- 2.3.3 Extension 3: SKU-Level Models -- 2.3.4 Extension 4: Deceleration -- 2.3.5 Discussion -- 2.4 Store-Level Models of Sales Promotion Effects -- 2.4.1 Scan*Pro Model -- 2.4.2 Models for Pre- and Postpromotion Dips -- 2.4.3 Store-Level Decomposition Model -- 2.4.4 Heterogeneity Across Stores -- 2.4.5 Aggregate Logit Model -- 2.5 Generalizations About the Decomposition -- 2.6 Long-Term Impact-Beyond the Immediate Sales Bump -- 2.6.1 Purchase-Event Feedback -- 2.6.2 Reference Prices -- 2.6.3 Consumer Learning -- 2.6.4 Long-Term Effects -- 2.6.5 Competitive Reactions -- 2.7 Endogeneity -- 2.7.1 What Is Endogeneity? -- 2.7.2 Addressing Endogeneity Through Control Variables.