Quantitative marketing and marketing management : marketing models and methods in theory and practice
著者
書誌事項
Quantitative marketing and marketing management : marketing models and methods in theory and practice
Springer Gabler, c2012
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注記
"Dedicated to o. Univ.-Prof. Dipl.-Ing. Dr. Dr. h.c. Udo Wagner"
"List of publications": p. [609]-626
Includes bibliographical references and index
内容説明・目次
内容説明
Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers - among them worldwide leading scholars - offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.
目次
Marketing Models and Marketing Research Methods.- Consumer Behavior and Retailing.- Marketing Management.
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