Handbook of Marketing Decision Models

Description

Front Matter....Pages i-xi Marketing Decision Models: Progress and Perspectives....Pages 1-11 Sales Promotion Models....Pages 13-77 Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions....Pages 79-116 Models for the Financial-Performance Effects of Marketing....Pages 117-142 Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends....Pages 143-165 Structural Models in Marketing: Consumer Demand and Search....Pages 167-198 Economic Models of Choice....Pages 199-222 Empirical Models of Learning Dynamics: A Survey of Recent Developments....Pages 223-257 Measurement Models for Marketing Constructs....Pages 259-295 Marketing Models for the Customer-Centric Firm....Pages 297-329 Eye Movements During Search and Choice....Pages 331-359 Business-Cycle Research in Marketing....Pages 361-384 Marketing Models for the Life Sciences Industry....Pages 385-430 Marketing Models for Internet Advertising....Pages 431-462 Advertising Effectiveness and Media Exposure....Pages 463-481 Social Media Analytics....Pages 483-504 Integrating Social Networks into Marketing Decision Models....Pages 505-529 Morphing Theory and Applications....Pages 531-562 Back Matter....Pages 563-598