New publication addresses revolution in decision-making for marketing
A new edition of a handbook for marketing practitioners using or teaching models for making marketing decisions has been written by academics and researchers, and edited by world-class marketing professors. The second edition of the Handbook of Marketing Decision Models is co-edited by Berend Wierenga, Professor Emeritus of Marketing at Rotterdam School of Management, Erasmus University (RSM) and Ralf van der Lans.
The new edition of the book is driven by the dramatic pace of change in areas such as online purchasing, internet advertising, social media and marketing based on customer values, and the book contains information that is usually found in graduate-level courses about marketing models.
“The Handbook will be useful for research and teaching, and useful for anyone using marketing decision models,” said co-editor, Prof. Wierenga, who worked on the second edition with Ralf van der Lans, Associate Professor of Marketing at HKUST Business School and a former RSM faculty member. “The book presents the latest knowledge of marketing decision models and is highly relevant for builders and users of marketing models, academics in marketing and related departments of business schools, marketing scientists working outside academia, PhD students, marketing researchers, and consultants.”
The Handbook’s 17 chapters ‒ 13 of them entirely new ‒ describe models for marketing decisions in different domains, and the chapter authors are highly respected scholars on the subject. Four chapters that also appeared in the first edition have been completely updated and extended by their original authors. It is intended to be used in research, teaching (particularly PhD programmes), and in the practice of marketing decision models.
The Handbook is available in hard copy and in electronic form (also as individual chapters) and will be part of Springer’s eBook package for universities. More information about the contents and the chapter authors of the Handbook of Marketing Decision Models can be found here.
Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top 10 business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China. www.rsm.nl
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