Chapter 13. Marketing Models

  1. Carlo Vercellis

Published Online: 17 MAR 2009

DOI: 10.1002/9780470753866.ch13

Business Intelligence: Data Mining and Optimization for Decision Making

Business Intelligence: Data Mining and Optimization for Decision Making

How to Cite

Vercellis, C. (2009) Marketing Models, in Business Intelligence: Data Mining and Optimization for Decision Making, John Wiley & Sons, Ltd, Chichester, UK. doi: 10.1002/9780470753866.ch13

Author Information

  1. Politecnico di Milano, Italy

Publication History

  1. Published Online: 17 MAR 2009
  2. Published Print: 20 MAR 2009

ISBN Information

Print ISBN: 9780470511381

Online ISBN: 9780470753866

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Keywords:

  • mathematical models for marketing;
  • marketing decision processes - characterized by high level of complexity;
  • marketing intelligence and relational marketing;
  • salesforce management;
  • enterprises developing relational marketing initiatives;
  • effect of latency in predictive models;
  • purpose of market basket analysis;
  • business case studies

Summary

This chapter contains sections titled:

  • Relational marketing

  • Salesforce management

  • Business case studies

  • Notes and readings