Bibliographic Information

Marketing models

Gary L. Lilien, Philip Kotler, K. Sridhar Moorthy

Prentice-Hall International, c1992

Prentice-Hall international ed.

Available at  / 13 libraries

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Note

Includes bibliographical references (p. 715-776) and indexes.

Description and Table of Contents

Description

Requiring some understanding of calculus, probability, statistics and matrix algebra, the book is designed to develop the quantitative foundations for marketing decisions. Both theoretical models which help analyse marketing issues, and decision-support models are presented. Features of the book include: focus is on substantive marketing decisions, not methodology; considers all marketing decisions: product, pricing, advertising, salesforce and distribution; self-contained text with all necessary analysis tools provided; a comprehensive set of exercises which will enable you to test your knowledge and understanding of the material; incorporates recent research findings in all aspects of marketing.

Table of Contents

  • Theory and models in marketing
  • consumer behaviour
  • organizational buying
  • price
  • product
  • advertising
  • promotion
  • salesforce
  • distribution
  • new products
  • strategy
  • decision support and implementation.

by "Nielsen BookData"

Details

  • NCID
    BA20493640
  • ISBN
    • 0135619297
  • LCCN
    91034512
  • Country Code
    us
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Englewood Cliffs, N.J.
  • Pages/Volumes
    xv, 803 p.
  • Size
    25 cm
  • Classification
  • Subject Headings
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