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 … media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in …

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 … breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of …