内容

目次

Chapter 1.- Marketing Decision Models: Progress and Perspectives.- Introduction the Second Edition of the Handbook of Marketing Decision Models.- Berend Wierenga and Ralf van der Lans.- Chapter 2.- Sales Promotion Models.- Harald van Heerde and Scott A. Neslin.- Chapter 3.- Innovation and New Products Research.- A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions.- Tingting Fan, Peter N. Golder, and Donald R. Lehmann.- Chapter 4.- Models for the Financial-Performance Effects of Marketing.- Dominique M. Hanssens and Marnik G. Dekimpe.- Chapter 5.- Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends.- Tammo H.A. Bijmolt and Peter C. Verhoef.- Chapter 6.- Structural models in marketing: Consumer Demand and Search.- Pradeep K. Chintagunta.- Chapter 7.- Economic Models of Choice.- Greg M. Allenby, Jaehwan Kim, and Peter E. Rossi.- Chapter 8.- Empirical Models of Learning Dynamics: A Survey of Recent Developments.- Andrew T. Ching, Tülin Erdem, and Michael P. Keane.- Chapter 9.- Measurement Models for Marketing Constructs.- Hans Baumgartner and Bert Weijters.- Chapter 10.- Marketing Models for the Customer-Centric Firm.- Eva Ascarza, Peter S. Fader, and Bruce G. S. Hardie.- Chapter 11.- Eye Movements during Search and Choice.- Ralf van der Lans and Michel Wedel.- Chapter 12.- Business-Cycle Research in Marketing.- Barbara.- Deleersnyder and Marnik G. Dekimpe.- Chapter 13.- Marketing Models for the Life Sciences Industry.- Vardan Avagyan , Vardit Landsman , and Stefan Stremersch.- Chapter 14.- Marketing Models for Internet Advertising.- Randolph E. Bucklin and Paul R. Hoban.- Chapter 15.- Advertising Effectiveness and Media Exposure.- Peter J Danaher.- Chapter 16.- Social Media Analytics.- Wendy W. Moe, Oded Netzer, and David A. Schweidel.- Chapter 17.- Integrating Social Networks into Marketing Decision Models.- Xi Chen, Ralf van der Lans and Michael Trusov.- Chapter 18.- Morphing Theory and Applications.- Gui B. Liberali, John R. Hauser, and Glen L. Urban.- Biographies of Authors.