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Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice de Adamantios Diamantopoulos

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

Editat de Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt
en Limba Engleză Paperback – 18 iul 2014
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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Specificații

ISBN-13: 9783834946577
ISBN-10: 3834946575
Pagini: 632
Ilustrații: V, 627 p.
Dimensiuni: 168 x 240 x 33 mm
Greutate: 0.87 kg
Ediția:2012
Editura: Gabler Verlag
Colecția Gabler Verlag
Locul publicării:Wiesbaden, Germany

Public țintă

Graduate

Cuprins

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

Notă biografică

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.

Textul de pe ultima copertă

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 Management
The Editors
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.

Caracteristici

A broad overview of quantitative approaches in marketing