Handbook of Marketing Decision Models (2^nd Ed., Softcover reprint of the original 2nd ed. 2017) International Series in Operations Research & Management Science Series, Vol. 254

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 methodology and model building, but also because of the recent developments in information technology, the Internet and social media.

This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodologicaldevelopments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

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.- Deleersnyderand 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.- Chapter16.- 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.

Editors

Berend Wierenga is Professor of Marketing at the Rotterdam School of Management, Erasmus University. His main research areas are marketing models, managerial decision making in marketing, and marketing management support systems. He published widely on these topics in journals such as International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, and many others. His books include Marketing Management Support Systems: Principles, Tools and Implementation (2000) and Marketing Decision Making and Decision Support (2010) (both with Gerrit van Bruggen). Berend Wierenga is the Founding Editor of the International Journal of Research in Marketing (Journal of the European Marketing Academy-EMAC) and is the Editor of the first edition of the Handbook of Marketing Decision Models (2008). Before joining Erasmus University, he was a faculty member at Wageningen University where he also obtained his PhD. He held visiting positions at Stanford University, INSEAD, and The Wharton School of the University of Pennsylvania. At Rotterdam School of Management, Berend Wierenga was Chairman of the Marketing Department, Scientific Director of ERIM (Erasmus Research Institute of Management), and Dean of the School. He is the recipient of the inaugural EMAC Distinguished Marketing Scholar Award, the Ad Fontes Penning of the Erasmus University, and he was appointed Officer in the Order of Oranje-Nassau.

Ralf van der Lans is Associate Professor of Marketing at Hong Kong University of Science and Technology, Hong Kong.  He has a MSc in econometrics from Erasmus University Rotterdam and a Ph.D. (both cum laude) from Tilburg University, the Netherlands. His main research interests are in eye-tracking, social networks and choice for which he develops statistical and econometric mode