Marketing models
著者
書誌事項
Marketing models
Prentice-Hall International, c1992
Prentice-Hall international ed.
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注記
Includes bibliographical references (p. 715-776) and indexes.
内容説明・目次
内容説明
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.
目次
- Theory and models in marketing
- consumer behaviour
- organizational buying
- price
- product
- advertising
- promotion
- salesforce
- distribution
- new products
- strategy
- decision support and implementation.
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