1. Marketing Decision Models: Progress and Perspectives

In the introduction, the editors of the Handbook provide an overview of the chapters in the Handbook of Marketing Decision Models‚ Second Edition. The introduction discusses the latest developments of marketing decision models in the last decade and explains how the different chapters in the Handbook cover these developments. To do so‚ the authors introduce two dimensions to discuss and classify the latest developments: (1) topical domains (new and existing)‚ and (2) research methodology (new and existing). This classification results in four categories that the authors use to classify the contributed chapters of the Handbook. The authors conclude by describing opportunities for future developments of marketing decision models and their main drivers.