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

Rilegato

ISBN 10: 3834930601 ISBN 13: 9783834930606

Casa editrice: Gabler, 2012

Riassunto

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.

Su questo libro

Informazioni sull?autore

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.

Dalla quarta di copertina

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.

Dettagli dell'edizione

• Editore: Gabler
• Data di pubblicazione: 2012
• Lingua: Inglese
• ISBN 10: 3834930601
• ISBN 13: 9783834930606
• Rilegatura: Copertina rigida
• Numero di pagine: 630
• Redattore: Diamantopoulos Adamantios, Fritz Wolfgang, Hildebrandt Lutz
• Contatto del produttore: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Germania