Marketing models
Author(s)
Bibliographic Information
Marketing models
Prentice-Hall International, c1992
Prentice-Hall international ed.
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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"
