Elsevier < Decision Sciences Publications < Handbooks in Operations Research and Management Science < Volume 5: Marketing < Chapter 1

MARKETING
Edited by J. Eliashberg and G.L. Lilien

CHAPTER 1
Mathematical Marketing Models: Some Historical Perspectives and Future Projections
Jehoshua Eliashberg and Gary L. Lilien

1. Reflections on the past*  

2. The 1970s: Early growth period

3. The 1980s, to the present

4. Some marketing models comparisons

5. OR/MS in marketing today

6. Marketing models in the future

7. Organization and content of the Handbook

References

* The first two pages of the chapters are available as PDF file.

 Complete chapters on ScienceDirect

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