[eNews] Handbook of Marketing Decision Models

Co-edited by Prof Berend Wierenga of the Rotterdam School of Management, and Associate Prof of Marketing Ralf van der Lans of HKUST, this handbook is a complete update of the first edition from 2008, with new chapters on online marketing, social networks, models for customer lifetime value, and behavioral targeting.

This 18 chapter edition covers many of the recent changes in this rapidly developing field. Marketing decision models constitute a core component of the marketing discipline and the area is changing quickly because of fundamental advances in methodology and model building, and the recent developments in information technology, the Internet and social media.

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