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Item Details
Title:
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QUANTITATIVE MARKETING AND MARKETING MANAGEMENT
MARKETING MODELS AND METHODS IN THEORY AND PRACTICE |
By: |
Adamantios Diamantopoulos (Editor), Wolfgang Fritz (Editor), Lutz Hildebrandt (Editor) |
Format: |
Paperback |
List price:
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£83.50 |
We currently do not stock this item, please contact the publisher directly for
further information.
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ISBN 10: |
3834946575 |
ISBN 13: |
9783834946577 |
Publisher: |
GABLER |
Pub. date: |
18 July, 2014 |
Edition: |
2012 ed. |
Pages: |
627 |
Translated from: |
English |
Synopsis: |
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. |
Illustrations: |
100 Tables, black and white; V, 627 p. |
Publication: |
Germany |
Imprint: |
Gabler |
Returns: |
Returnable |
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