Quantitative Marketing and Marketing Management

Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt

Autor:	Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt
EAN:	9783834937223
eBook Format:	PDF
Sprache:	Englisch
Produktart:	eBook
Veröffentlichungsdatum:	31.01.2013
Untertitel:	Marketing Models and Methods in Theory and Practice
Kategorie:	Wirtschaft
Schlagworte:	Empirische Marktmodellierung Festschrift Festschrift Udo Wagner Handel Käuferverhalten Marketing-Management Marketing-Modelle

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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.

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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