The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysis

"The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysi

The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysis

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies publish

This book presents the most important and practically relevant quantitative models for marketing research. Each model includes a demonstration of the mechanics