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Quantitative Marketing and Marketing Management [electronic resource] : Marketing Models and Methods in Theory and Practice / edited by Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt

Author
Diamantopoulos, A. (Adamantios)
Published
Wiesbaden : Gabler Verlag : Imprint: Gabler Verlag, 2012.
Physical Description
XXXV, 594 pages 53 illustrations : online resource
Additional Creators
Fritz, Wolfgang, Hildebrandt, Lutz, and SpringerLink (Online service)
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Contents
Marketing Models and Marketing Research Methods -- Consumer Behavior and Retailing -- Marketing Management.
Summary
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.
Subject(s)
ISBN
9783834937223
Digital File Characteristics
text file PDF
Note
AVAILABLE ONLINE TO AUTHORIZED PSU USERS.
Part Of
Springer eBooks
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