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Handbook of Marketing Decision Models

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Cover of 'Handbook of Marketing Decision Models'

Table of Contents

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    Book Overview
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    Chapter 1 Marketing Decision Models: Progress and Perspectives
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    Chapter 2 Sales Promotion Models
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    Chapter 3 Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions
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    Chapter 4 Models for the Financial-Performance Effects of Marketing
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    Chapter 5 Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends
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    Chapter 6 Structural Models in Marketing: Consumer Demand and Search
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    Chapter 7 Economic Models of Choice
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    Chapter 8 Empirical Models of Learning Dynamics: A Survey of Recent Developments
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    Chapter 9 Measurement Models for Marketing Constructs
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    Chapter 10 Marketing Models for the Customer-Centric Firm
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    Chapter 11 Eye Movements During Search and Choice
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    Chapter 12 Business-Cycle Research in Marketing
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    Chapter 13 Marketing Models for the Life Sciences Industry
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    Chapter 14 Marketing Models for Internet Advertising
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    Chapter 15 Advertising Effectiveness and Media Exposure
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    Chapter 16 Social Media Analytics
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    Chapter 17 Integrating Social Networks into Marketing Decision Models
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    Chapter 18 Morphing Theory and Applications
Attention for Chapter 9: Measurement Models for Marketing Constructs
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