Requiring some understanding of calculus, probability, statistics and matrix algebra, the book is designed to develop the quantitative foundations for marketing decisions. Both theoretical models which help analyse marketing issues, and decision-support models are presented. Features of the book include: focus is on substantive marketing decisions, not methodology; considers all marketing decisions: product, pricing, advertising, salesforce and distribution; self-contained text with all necessary analysis tools provided; a comprehensive set of exercises which will enable you to test your knowledge and understanding of the material; incorporates recent research findings in all aspects of marketing.
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Book Description Prentice-Hall, 1992. Book Condition: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In poor condition, suitable as a reading copy. Bookseller Inventory # 4818325