Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice

Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice
ISBN-10
3834937223
ISBN-13
9783834937223
Category
Business & Economics
Pages
627
Language
English
Published
2013-01-31
Publisher
Springer Science & Business Media
Authors
Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt

Description

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.

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