Marketing
著者
書誌事項
Marketing
（Handbooks in operations research and management science / editors, G.L. Nemhauser, A.H.G. Rinnooy Kan, v. 5）
North-Holland, 1993
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Leading marketing scientists, with an MS/OR orientation, present in this book a state-of-the-art review of their area of expertise. The wide range of material spans the marketing discipline and represents coverage of both what is known and what problem areas present themselves as ripe for further development. The articles are written with a technically sophisticated reader in mind, but not necessarily an expert in marketing. The authors provide a discussion of the motivation - the behavioural foundations or key assumptions - leading to the development of the important models or methods in each area. While not primarily a text, the book provides a foundation for advanced students in marketing. MS/OR professionals, both academic and practitioner alike, will appreciate the impact that the MS/OR approach has had in the marketing area. Finally, the book provides useful reading for marketing scientists, academics and practitioners who want access to integrated treatments of the most important topics in their field.
目次
- Part 1 Introduction: MS/OR in marketing - synthesis and prognosis, J. Eliashberg and G.L. Lilien. Part 2 Models of market phenomena: explanatory and predictive models of consumer behaviour, J. Roberts and G.L. Lilien
- mathematical models of group choice and negotiations, K.P. Corfman and S. Gupta
- competition, K.S. Moorthy. Part 3 Tools and methods for market analysis: non-spatial tree models for the assessment of comparative market structure - an integrated review of the marketing and psychometric literature, W.S. DeSarbo et al
- market-share models, L.G. Cooper
- pretest market forecasting, G.L. Urban
- new product diffusion models, V. Mahajan et al
- econometric and time series market response models, D.M. Hanssens and L.J. Parsons. Part 4 Elements of the marketing mix: conjoint analysis with product positioning applications, P.E. Green and A.M. Krieger
- pricing models in marketing, V.R. Rao
- sales promotion models, R.C. Blattberg and S.A. Neslin
- salesforce compensation - a review of MS/OR advances, A.T. Coughlan
- salesforce operations, M.B. Vandenbosch and C.B. Weinberg. Part 5 Interactions, synergy and strategy: marketing mix models, H. Gatignon
- marketing decision models - from linear programs to knowledge-based systems, A. Rangaswamy
- strategy models, J. Wind
- the marketing and R&D interface, A. Griffin and J.R. Hauser
- marketing-production joint decision-making, J. Eliashberg and R. Steinberg.
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