Quantitative Marketing and Marketing Management

Marketing Models and Methods in Theory and Practice

  • Adamantios Diamantopoulos
  • Wolfgang Fritz
  • Lutz Hildebrandt

Table of contents

  1. Front Matter
    Pages 1-35
  2. Marketing Models and Marketing Research Methods

    1. Front Matter
      Pages 37-37
    2. Albert C. Bemmaor, Nicolas Glady, Daniel Hoppe
      Pages 39-49
    3. Lutz Hildebrandt, Dirk Temme, Marcel Paulssen
      Pages 63-80
    4. Christian Homburg, Martin Klarmann, Dirk Totzek
      Pages 81-102
    5. Karsten Kieckhäfer, Thomas Volling, Thomas Stefan Spengler
      Pages 123-147
    6. Peter S. H. Leeflang, Alessandro M. Peluso
      Pages 149-170
    7. Ana-Marija Ozimec, Martin Natter, Thomas Reutterer
      Pages 191-207
    8. Günter Silberer
      Pages 209-224
    9. Christian Schlereth, Bernd Skiera
      Pages 225-243
  3. Consumer Behavior and Retailing

    1. Front Matter
      Pages 245-245
    2. Hans Baumgartner
      Pages 269-286
    3. Yasemin Boztuğ, Lutz Hildebrandt, Nadja Silberhorn
      Pages 287-302
    4. Wolfgang Fritz, Michael Kempe, Bettina Lorenz
      Pages 303-324
    5. Christoph Fuchs, Adamantios Diamantopoulos
      Pages 325-351
    6. Andrea Gröppel-Klein, Philipp Broeckelmann
      Pages 353-377

About this book

Introduction

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.

 Contents
- Marketing Models and Marketing Research Methods
- Consumer Behavior and Retailing
- Marketing Management

The Editors
Professor DDr. Adamantios Diamantopoulos, Holder of the Chair of International Marketing, University of Vienna, Austria.
Professor Dr. Wolfgang Fritz, Director of the Institute of Marketing, Technische Universität Braunschweig, Germany, and Honorary Professor, University of Vienna, Austria.
Professor Dr. Lutz Hildebrandt, Director of the Institute of Marketing, Humboldt University of Berlin, Germany, and Honorary Professor, University of Vienna, Austria.

Keywords

Empirische Marktmodellierung Festschrift Festschrift Udo Wagner Handel Käuferverhalten Marketing-Management Marketing-Modelle

Editors and affiliations

  • Adamantios Diamantopoulos
    • 1
  • Wolfgang Fritz
    • 2
  • Lutz Hildebrandt
    • 3
  1. 1.Chair of International MarketingUniversity of ViennaViennaAustria
  2. 2.BraunschweigGermany
  3. 3.BerlinGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-3722-3
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden 2012
  • Publisher Name Gabler Verlag, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-3060-6
  • Online ISBN 978-3-8349-3722-3
  • About this book
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