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.Diese Diskette enthält zahlreiche spezielle Computerprogramme als Begleitung zum gleichnamigen Buch; der Benutzer kann jeweils beliebige Datensätze eingeben und in einigen Fällen Glättungsparameter variieren, um bessere Resultate zu erzielen. Die Spreadsheets sind sofort einsatzbereit unter Windows beliebiger Version (Excel 5, Quattro Pro, Lotus), die meisten sind auch für Lotus 1-2-3 für DOS entweder als Einzel- oder Mehrfachlizenz erhältlich. (01/99)