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Quantitative Marketing and Marketing Management : Marketing Models and Methods in Theory and Practice. 量的マーケティングとマーケティング管理
・ISBN 978-3-8349-3060-6 hard EUR 99.99
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| 著者・編者 | Diamantopoulos, Adamantios / Fritz, W. / Hildebrandt, L. (eds.), |
|---|---|
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2012 |
| ページ数 | xxxv, 630 pp. |
| 言語 | ENG |
| ニュース番号 | ＜598-982＞ |
解説
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.