This work is designed to develop the quantitative foundations for marketing decisions in terms of both theoretical models to help analyze marketing issues and also decision-support models. The focus is on substantive marketing decisions rather than on methodology.
--This text refers to the
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Most Helpful Customer Reviews
37 of 42 people found the following review helpful:
5.0 out of 5 stars
The bible on marketing models..,
By A Customer
This review is from: Marketing Models (Paperback)
This is a classic on the subject. Lilien is a widely known researcher in this area; Moorthy is a marketing prof at University of Toronto and it is needless to introduce Kotler. The book is heavy in mathematics (but there's an appendix with basic info on the probability distributions used to help the unnitiated). There are chapters on competition, advertising, sales force, product positioning management, and many more marketing topics (yep, even all those stochastic consumer behavior models are there). The bibliographical reference section is also very good.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Comprehensive Book on Marketing Modeling,
By Bill Wright (Princeton, NJ) - See all my reviews
This review is from: Marketing Models (Paperback)
This book covers all the bases for a person who wants to know the major areas of Marketing Modeling. It is quantitative, but it needs to be in order to be comprehensive enough to allow a person to build these or similar models. Some models are academic, but others are very practical and useful.
5.0 out of 5 stars
Classics of Marketing Engineering,
By
This review is from: Marketing Models (Paperback)
Best book ever found in the area of Marketing Modelling. Good foundations for marketing analyst to grasp the idea of various marketing activities(e.g. promotion, place, price...etc)
A rare species of its type in the marketplace.
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