Quantitative Analysis in Marketing Management

Quantitative Analysis in Marketing Management

by Luiz Moutinho, Mark Goode, Fiona Davies
     
 

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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

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Overview

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.

Product Details

ISBN-13:
9780471964308
Publisher:
Wiley
Publication date:
05/26/2000
Pages:
342
Product dimensions:
0.77(w) x 9.00(h) x 6.00(d)

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