E-Book Overview
I teach marketing spreadsheet models to MBA's at Indiana U's Kelley School. I love this book. Tons of useful information on customer value, pricing, optimizing direct mail profits and many other topics. If you want to catch up on many of the new developments in "marketing engineering" you should start here!
E-Book Content
Database Marketing
Series Editor Jehoshua Eliashberg The Wharton School University of Pennsylvania Philadelphia, Pennsylvania USA Books in the series Blattberg, R., Kim, B., Neslin, S. Database Marketing: Analyzing and Managing Customers Ingene, C.A. and Parry, M.E. Mathematical Models of Distribution Channels Chakravarty, A. and Eliashberg, J. Managing Business Interfaces: Marketing, Engineering, and Manufacturing Perspectives Jorgensen, S. and Zaccour, G. Differential Games in Marketing Wind, Yoram (Jerry) and Green, Paul E. Marketing Research and Modeling: Progress and Prospects Erickson, Gary M. Dynamic Models of Advertising Competition, 2nd Ed Hanssens, D., Parsons, L., and Schultz, R. Market Response Models: Econometric and Time Series Analysis, 2nd Ed Mahajan, V., Muller, E. and Wind, Y. New-Product Diffusion Models Wierenga, B. and van Bruggen, G. Marketing Management Support Systems: Principles, Tools, and Implementation Leeflang, P., Wittink, D., Wedel, M. and Naert, P. Building Models for Marketing Decisions Wedel, M. and Kamakura, W.G. Market Segmentation, 2nd Ed Wedel, M. and Kamakura, W.G. Market Segmentation Nguyen, D. Marketing Decisions Under Uncertainty Laurent, G., Lilien, G.L., Pras, B. Research Traditions in Marketing Erickson, G. Dynamic Models of Advertising Competition McCann, J. and Gallagher, J. Expert Systems for Scanner Data Environments Hanssens, D., Parsons, L., and Schultz, R. Market Response Models: Econometric and Time Series Analysis Cooper, L. and Nakanishi, M. Market Share Analysis
Robert C. Blattberg, Byu