Adamantios Diamantopoulos & Wolfgang Fritz 
Quantitative Marketing and Marketing Management [PDF ebook] 
Marketing Models and Methods in Theory and Practice

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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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Table of Content

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

About the author

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.

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Language English ● Format PDF ● Pages 627 ● ISBN 9783834937223 ● File size 7.1 MB ● Editor Adamantios Diamantopoulos & Wolfgang Fritz ● Publisher Betriebswirtschaftlicher Verlag Gabler ● City Wiesbaden ● Country DE ● Published 2013 ● Downloadable 24 months ● Currency EUR ● ID 2648896 ● Copy protection Social DRM

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