Customer Reviews

Marketing Models

5 star:		(2)
4 star:		(2)
3 star:		(0)
2 star:		(1)
1 star:		(1)

 

 

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.

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.

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.

I like this book as it is very quantitative and makes us feel marketing a more of Science than Art. It could be a good reference book for MBAs ONLY if you have a strong background in Mathematics. or else please do not even go near this book .
This is a book ideally for PhD students or those who have strong quantitative skills and want to understand Marketing from a advanced Scientic perspective.
In all it is a good book for PhD students.

As a Chicago MBA and serious quant-jock, I eagerly anticipated reading this book on quantitative marketing models. However, I was deeply dismayed to find the book had the plodding, theoretical and pedandtic pace of a PhD thesis, and a poorly edited one at that. The models are given no business context, and quickly veer into advanced (and poorly explained) mathematical formulae. By the end of the fourth chapter, I had given up on this book. I would sell it used, but I would not want to inflict it on any other reader.

The contents are very interesting , however are usefull only if one has a strong quantitative skill.
On the other hand, the book has only a small quantity of examples and I am not sure if it can really be applied in the "real world"