Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy a

The success of any organization is largely dependent on positive feedback and repeat business from patrons. By utilizing acquired marketing data, business profe

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The seco

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing a

The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing di