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

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

• Preface
   
  PART I: INTRODUCTION
• Mathematical Marketing Models: Some Historical Perspectives and Future Projections
  Jehoshua Eliashberg and Gary L. Lilien
   
  PART II: MODELS OF MARKET PHENOMENA
• Explanatory and Predictive Models of Consumer Behavior
  John H. Roberts and Gary L. Lilien
• Mathematical Models of Group Choice and Negotiations
  Kim P. Corfinan and Sunil Gupta
• Competitive Marketing Strategies: Game-Theoretic Models
  K. Sridhar Moorthy
   
  PART III: TOOLS AND METHODS FOR MARKET ANALYSIS
• Non-Spatial Tree Models for the Assessment of Competitive Market Structure: An Integrated Review of the Marketing and Psychometric Literature
  Wayne S. DeSarbo, Ajay K. Manrai and Lalita A. Manral
• Market-Share Models
  Lee G. Cooper
• Pretest Market Forecasting
  Glen L. Urban
• New-Product Diffusion Models
  Vijay MahaJan, Eitan Muller and Frank M. Bass
• Econometric and Time-Series Market Response Models
  Dominique M. Hanssens and Leonard J. Parsons
   
  PART IV: ELEMENTS OF THE MARKETING MIX
• Conjoint Analysis with Product- Positioning Applications
  Paul E. Green and Abba M. Krieger
• Pricing Models in Marketing
  Vithala R. Rao
• Sales Promotion Models
  Robert C. Blattberg and Scott A. Neslin
• Salesforce Compensation: A Review of MS/OR Advances
  Anne T. Coughlan
• Salesforce Operations
  Mark B. Vandenbosch and Charles B. Weinberg
   
  PART V: INTERACTION, STRATEGY AND SYNERGY
• Marketing-Mix Models
  Hubert Gatignon
• Marketing Decision Models: From Linear Programs to Knowledge-based Systems
  Arvind Rangaswamy
• Marketing Strategy Models
  Yoram (Jerry) Wind and Gary L. Lilien
• Marketing-Production Joint Decision-Making
  Jehoshua Ellashberg and Richard Steinberg

 Complete chapters on ScienceDirect

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