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Quantitative marketing and marketing management [Elektronski vir] : marketing models and methods in theory and practiceQuantitative 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 Vienna, Austria.Professor Dr. Lutz Hildebrandt, Director of the Institute of Marketing, Humboldt University of Berlin, Germany, and Honorary Professor, University of Vienna, AustriaType of material - e-bookPublication and manufacture - Wiesbaden : Springer Gabler, cop. 2012Language - englishISBN - 978-3-8349-3722-3; 3-8349-3722-3COBISS.SI-ID - 1545568991
Link(s):
SpringerLink e-books 2008-2012Celotno besedilo dostopno za uporabnike SpringerLink slovenskega konzorcija neprofitnih institucij
Full text accessible to the users of SpringerLink Slovenian Consortium of Non-Profit Institutions
DOI
Other authors
Diamantopoulos, Adamantios |
Fritz, Wolfgang, 1951- |
Hildebrandt, Lutz |
Bauer, András
Topics
Marketing research |
Marketing research |
Methodology |
Marketing |
Mathematical models |
BUSINESS & ECONOMICS / Marketing / Research |
Marketing |
Mathematical models |
Marketing research |
Marketing research |
Methodology |
Science économique |
Affaires |
Electronic books
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