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Quantitative Marketing and Marketing Management : Marketing Models and Methods in Theory and Practice by Diamantopoulos, A. (Adamantios); Fritz, Wolfgang, 1951-; Hildebrandt, Lutz; Bauer, András is a nonfiction available to read on EtoBox.

What is Quantitative Marketing and Marketing Management : Marketing Models and Methods in Theory and Practice about?

1 online resource, 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. Contents- Marketing Models and Marketing Research Methods- Consumer Behavior and Retailing- Marketing ManagementThe EditorsProfessor DDr. Adamantios Diamantopoulos, Holder of the Chair of International Marketing, University of Vienna, Austria. Professor Dr. Wolfgang Fritz, Director of the Institute of Marketing, Technische Universität Braunschweig, Germany, and Honorary Professor, University of

Who reads Quantitative Marketing and Marketing Management : Marketing Models and Methods in Theory and Practice?

Author

Diamantopoulos, A. (Adamantios); Fritz, Wolfgang, 1951-; Hildebrandt, Lutz; Bauer, András

Publisher

Wiesbaden : Springer Gabler

Published

2012

Language

EN

ISBN

9783834937223

Category

nonfiction

Subjects

Marketing, Management, Business