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...

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 --...

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...