Bücher von Scott A. Neslin

Based on decades of research, teaching and application, this book presents a comprehensive treatment of database marketing. Integrating theory and practice, it offers rigorous models, methodologies and techniques illustrated through numerous examples.

Presents a comprehensive overview of the various dynamic effects of promotions. To keep the discussion centred on a common theme, the authors focus in particular on the dynamic effects of price promotions (rather than non-price promotions) offered to consumers (rather than to the trade or to sales force).