Quantitative Analysis in Marketing Management

Beschreibung

Quantitative marketing is not an easy subject to grasp. Quantitative Analysis in Marketing Management introduces a kinder, gentler approach to the various quantitative concepts and techniques in marketing management. This exciting new book examines techniques drawn from other management disciplines (e.g. financial management and operations management) and shows how these techniques can be applied to marketing management. To aid comprehension, a number of problems and case studies are included at the end of each chapter. The text is divided into three parts: * statistics, demand analysis and forecasting; * financial analysis, operations and control systems; and * future trends Quantitative Analysis in Marketing Management is suitable for undergraduate and MBA students enrolled in marketing management, market analysis and forecasting, strategic marketing, marketing research courses, together with MSc marketing courses.
Seine Schwerpunkte - quantitative Aspekte des Marketingmanagements, integrierte Ansätze und ihre Anwendbarkeit - machen dieses Buch zu einem einmaligen Hilfsmittel für die Praxis. Fallstudien und analytische Probleme demonstrieren den praktischen Einsatz der quantitativen Methoden. Wertvolle Ergänzung: eine Diskette mit Spreadsheet-Modellen zu den diskutierten Problemkreisen. (02/98)

Autor*in

Luiz Moutinho

Themen in »Quantitative Analysis in Marketing Management«

Business & Management Marketing Marketing / Management Marketing Management Wirtschaft / Werbung, Marketing Wirtschaft u. Management

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