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Quantitative Marketing and Marketing Management: Marketing by Albert C. Bemmaor PhD, Nicolas Glady PhD, Daniel Hoppe PhD

By Albert C. Bemmaor PhD, Nicolas Glady PhD, Daniel Hoppe PhD (auth.), Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt (eds.)

Quantitative advertising has been gaining value over the past decade. this can be indicated by way of the starting to be variety of version- and method-oriented reports released in best journals in addition to through the various winning purposes of quantitative ways in pricing, advertisements, new product making plans, and marketplace segmentation judgements. additionally, industry learn has basically benefitted from using complicated quantitative versions and strategies in perform. a few 60 researchers – between them world wide best students – provide a wide review of quantitative methods in advertising. They not just spotlight different mathematical and methodological views, but additionally reveal the relevance and functional results of using quantitative techniques to advertising problems.

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25, 3, pp. 225-226. /v. Wangenheim, F. (2008): Instant Customer Base Analysis: Managerial Heuristics Often “Get it Right”, in: Journal of Marketing, Vol. 72, 2, pp. 82-93.   Literature 2 51 The Consistency Adjustment Problem of AHP Pairwise Comparison Matrices Dominic Gastes, TRUMPF Werkzeugmaschinen GmbH & Co. 4  The Consistency Adjustment Problem of AHP Pairwise Comparison Matrices... 51 Introduction....................................................................................................................

4  The Consistency Adjustment Problem of AHP Pairwise Comparison Matrices... 51 Introduction.................................................................................................................... 54 Consistency: Measurement and Adjustment ............................................................. 55 Background .................................................................................................................... 55 Consistency Adjustment Approaches .........................................................................

227. [5] Bemmaor, A. /Franses, P. H. (2005): Editorial - The Diffusion of Marketing Science in the Practitioners’ Community: Opening the Black Box, in: Applied Stochastic Models in Business and Industry, Vol. 21, 4/5, pp. 289-301. [6] Fader, P. /Hardie, B. G. S. (2005): A Note on Deriving the Pareto/NBD Model and Related Expressions. com/notes/009/. [7] Fader, P. /Hardie, B. G. /Lee, K. L. (2005a): RFM and CLV: Using Iso-Value Curves for Customer Base Analysis,. in: Journal of Marketing Research, Vol.

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