Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technol

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This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decision

Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have add