【量化营销与营销管理】 Quantitative Marketing and Marketing Management

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Quantitative Marketing and Marketing Management
Marketing Models and Methods in Theory and Practice

Editors: Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt



A  broad overview of quantitative approaches in marketing

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.

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关键词：Quantitative QUANTITATIV Management Marketing Managemen successful marketing published overview 营销管理

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