Quantitative Marketing and Marketing Management

Marketing Models and Methods in Theory and Practice
2012
ISBN: 978-3-8349-3060-6
Verlag: Gabler Verlag

Buch, Englisch, 627 Seiten, HC runder Rücken kaschiert, Format (B × H): 173 mm x 246 mm, Gewicht: 1221 g

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.

Zielgruppe

Graduate

Autoren/Hrsg.

Diamantopoulos, Adamantios

Hildebrandt, Lutz

Fritz, Wolfgang

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Marketing Models and Marketing Research Methods.- Consumer Behavior and Retailing.- Marketing Management.

Über Autor(innen)

Professor 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 Vienna, Austria.

Professor Dr. Lutz Hildebrandt, Director of the Institute of Marketing, Humboldt University of Berlin, Germany, and Honorary Professor, University of Vienna, Austria.