INSEAD Library

Includes bibliographical references and index

Includes chapter by Werner J. Reinartz "Decision models for customer relationship management (CRM)", p. 291-326

Digitized

Handbook of Marketing Decision Models Contents Part I Introduction 1 The Past, the Present and the Future of Marketing Decision Models............................................................................................... 3 Berend Wierenga Part II Consumer Decision Making Models 2 Developments in Conjoint Analysis................................................................ 23 Vithala R. Rao 3 Interactive Consumer Decision Aids.............................................................. 55 Kyle B. Murray and Gerald Häubl Part III Marketing Mix Models 4 Advertising Models.......................................................................................... 81 Peter J. Danaher 5 Sales Promotion Models ............................................................................... 107 Harald J. van Heerde and Scott A. Neslin 6 Models for Sales Management Decisions..................................................... 163 Sönke Albers and Murali Mantrala 7 Modeling Competitive Responsiveness ....................................................... 211 Peter S.H. Leeflang Part IV Customer-Centric Marketing Models 8 Models of Customer Value............................................................................ 255 Sunil Gupta and Donald R. Lehmann 9 Decision Models for Customer Relationship Management (CRM)............ 291 Werner J. Reinartz and Rajkumar Venkatesan 10 Marketing Models for Electronic Commerce............................................. 327 Randolph E. Bucklin Part V Special Model Approaches 11 Time-Series Models in Marketing ............................................................... 373 Marnik G. Dekimpe, Philip Hans Franses, Dominique M. Hanssens, and Prasad A. Naik 12 Neural Nets and Genetic Algorithms in Marketing ................................... 399 Harald Hruschka Part VI Industry-Specific Models 13 Decision Models for the Movie Industry...................................................... 437 Jehoshua Eliashberg, Charles B. Weinberg, and Sam K. Hui 14 Strategic Marketing Decision Models for the Pharmaceutical Industry ............................................................................ 469 Venkatesh Shankar Part VII Return on Marketing Models 15 Models for the Financial-Performance Effects of Marketing................... 501 Dominique M. Hanssens and Marnik G. Dekimpe Part VIII Implementation, Use and Success of Marketing Models 16 Marketing Engineering: Models that Connect with Practice ................... 527 Gary L. Lilien and Arvind Rangaswamy 17 Advances in Marketing Management Support Systems ........................... 561 Berend Wierenga, Gerrit H. van Bruggen, and Niek A. P. Althuizen Author Index ...................................................................................................... 593 Subject Index....................................................................................................... 605 Biographies ......................................................................................................... 615