By Albert C. Bemmaor PhD, Nicolas Glady PhD, Daniel Hoppe PhD (auth.), Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt
Quantitative advertising and marketing has been gaining value over the past decade. this can be indicated via the starting to be variety of version- and method-oriented stories released in prime journals in addition to via the various winning purposes of quantitative techniques in pricing, ads, new product making plans, and marketplace segmentation judgements. furthermore, industry learn has essentially benefitted from utilizing complex quantitative types and strategies in perform. a few 60 researchers – between them all over the world top students – supply a vast review of quantitative techniques in advertising. They not just spotlight diversified mathematical and methodological views, but additionally reveal the relevance and sensible outcomes of utilizing quantitative ways to advertising problems.
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