内容

目次

Part 1 Introduction: MS/OR in marketing - synthesis and prognosis, J.Eliashberg and G.L. Lilien. Part 2 Models of market phenomena: explanatoryand predictive models of consumer behaviour, J. Roberts and G.L. Lilien;mathematical models of group choice and negotiations, K.P. Corfman and S.Gupta; competition, K.S. Moorthy. Part 3 Tools and methods for marketanalysis: non-spatial tree models for the assessment of comparative marketstructure - an integrated review of the marketing and psychometricliterature, W.S. DeSarbo et al; market-share models, L.G. Cooper; pretestmarket forecasting, G.L. Urban; new product diffusion models, V. Mahajan etal; econometric and time series market response models, D.M. Hanssens andL.J. Parsons. Part 4 Elements of the marketing mix: conjoint analysis withproduct positioning applications, P.E. Green and A.M. Krieger; pricing modelsin marketing, V.R. Rao; sales promotion models, R.C. Blattberg and S.A.Neslin; salesforce compensation - a review of MS/OR advances, A.T. Coughlan;salesforce operations, M.B. Vandenbosch and C.B. Weinberg. Part 5Interactions, synergy and strategy: marketing mix models, H. Gatignon;marketing decision models - from linear programs to knowledge-based systems,A. Rangaswamy; strategy models, J. Wind; the marketing and R&D interface, A.Griffin and J.R. Hauser; marketing-production joint decision-making, J.Eliashberg and R. Steinberg.