Quantitative Analysis in Marketing Management

ISBN-13: 9780471964308 / Angielski / Miękka / 2000 / 342 str.

Luiz Moutinho; Mark Goode; Fiona Davies

Opis

This text brings together the key quantitative concepts and techniques which are central for the contemporary management of the marketing function. It also examines techniques drawn from other management disciplines, such as financial management, and shows how these techniques can be applied to marketing management. The analytical approach used reinforces the concepts introduced. Detailed discussions of the interpretation of results are provided and computations of the various interpretative statistics and calculations are illustrated in order to offer a better understanding of the techniques.

Spis treści

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.

Blurb

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.