Handbook of Marketing Decision Models
The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodo
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Berend Wierenga Ralf van der Lans Editors
Handbook of Marketing Decision Models Second Edition
International Series in Operations Research & Management Science Volume 254
Series Editor Camille C. Price Stephen F. Austin State University, TX, USA Associate Series Editor Joe Zhu Worcester Polytechnic Institute, MA, USA Founding Series Editor Frederick S. Hillier Stanford University, CA, USA
More information about this series at http://www.springer.com/series/6161
Berend Wierenga ⋅ Ralf van der Lans Editors
Handbook of Marketing Decision Models Second Edition
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Editors Berend Wierenga Rotterdam School of Management Erasmus University Rotterdam, South Holland The Netherlands
Ralf van der Lans Department of Marketing Hong Kong University of Science and Technology Kowloon Hong Kong
ISSN 0884-8289 ISSN 2214-7934 (electronic) International Series in Operations Research & Management Science ISBN 978-3-319-56939-0 ISBN 978-3-319-56941-3 (eBook) DOI 10.1007/978-3-319-56941-3 Library of Congress Control Number: 2017938315 1st edition: © Springer Science+Business Media, LLC 2008 2nd edition: © Springer International Publishing AG 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
We are very pleased to present this second edition of the Handbook of Marketing Decision Models. The field of marketing decision models is in a permanent state of development and growth. Since the publication of the first edition of this Handbook in 2008, new marketing phenomena have come under scrutiny and other areas have been developed more in-depth. This Handbook contains an introductory chapter, followed by seventeen chapters on marketing decision models
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