Quantitative Analysis in Marketing Management

  • ID: 2210686
  • Book
  • 342 Pages
  • John Wiley and Sons Ltd
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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 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.
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STATISTICAL ANALYSIS, DEMAND ANALYSIS AND FORECASTING IN MARKETING.

Data Collection and Sampling.

Further Statistical Techniques.

Demand Analysis.

Forecasting.

FINANCIAL ANALYSIS, OPERATIONS AND CONTROL SYSTEMS.

Financial Techniques.

Budgeting and Control.

Decision Techniques.

Operations Management.

FUTURE TRENDS AND CONCLUSION.

Future Trends.

Conclusion.

Appendices.

Index.
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Luiz Moutinho
Mark Goode
Fiona Davies
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