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

From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to ma

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

This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decision