| Description |
1 online resource |
| Contents |
Marketing Models and Marketing Research Methods -- Implementing the Pareto/NBD Model: A User-Friendly Approach / Albert C. Bemmaor, Nicolas Glady, Daniel Hoppe -- The Consistency Adjustment Problem of AHP Pairwise Comparison Matrices / Dominic Gastes, Wolfgang Gaul -- Choice Modeling and SEM / Lutz Hildebrandt, Dirk Temme, Marcel Paulssen -- Using Multi-Informant Designs to Address Key Informant and Common Method Bias / Christian Homburg, Martin Klarmann, Dirk Totzek -- Using Artificial Neural Nets for Flexible Aggregate Market Response Modeling / Harald Hruschka -- Supporting Strategic Product Portfolio Planning by Market Simulation / Karsten Kieckhäfer, Thomas Volling, Thomas Stefan Spengler -- Knowledge Generation in Marketing / Peter S.H. Leeflang, Alessandro M. Peluso -- Implications of Linear Versus Dummy Coding for Pooling of Information in Hierarchical Models / Thomas Otter, Tetyana Kosyakova -- Visual Decision Making Styles and Geographical Information Systems / Ana-Marija Ozimec, Martin Natter, Thomas Reutterer |
|
Analyzing Sequences in Marketing Research / Günter Silberer -- DISE: Dynamic Intelligent Survey Engine / Christian Schlereth, Bernd Skiera -- Consumer Behavior and Retailing -- The Effect of Attitude Toward Money on Financial Trouble and Compulsive Buying / András Bauer, Ariel Mitev -- Repetitive Purchase Behavior / Hans Baumgartner -- Investigating Cross-Category Brand Loyal Purchase Behavior in FMCG / Yasemin Boztuğ, Lutz Hildebrandt, Nadja Silberhorn -- Validation of Brand Relationship Types Using Advanced Clustering Methods / Wolfgang Fritz, Michael Kempe, Bettina Lorenz -- Positioning Bases' Influence on Product Similarity Perceptions / Christoph Fuchs, Adamantios Diamantopoulos -- The Influence of Location-Aware Mobile Marketing Messages on Consumers' Buying Behavior / Andrea Gröppel-Klein, Philipp Broeckelmann -- Combining Micro and Macro Data to Study Retailer Pricing in the Presence of State Dependence / Daniel Klapper, German Zenetti -- Service Satisfaction With Premium Durables: A Cross-Cultural Investigation / Dr. Ing. h. c. F. Michael Löffler, Reinhold Decker |
|
Brand Loyalty vs. Loyalty to Product Attributes / Cam Rungie, Gilles Laurent -- Market Shaping Orientation and Firm Performance / Markus Blut, Hartmut H. Holzmüller, Markus Stolper -- Sponsorship of Televised Sport Events / Reinhard Grohs, Heribert Reisinger -- The Countenance of Marketing: A View From the 21stCentury Ivory Tower / Rajan Nataraajan -- Profiting From Uncertainty / Kalyan Raman, Hubert Gatignon -- An Empirical Analysis of Brand Image Transfer in Multiple Sports Sponsorships / Henrik Sattler, Oliver Schnittka, Franziska Völckner -- Effects of Money-Back and Low-Price Guarantees on Consumer Behavior / Thomas Suwelack, Manfred Krafft -- The Perceived Value of Brand Heritage and Brand Luxury / Klaus-Peter Wiedmann, Nadine Hennigs, Steffen Schmidt, Thomas Wüstefeld -- Business Administration in Vienna -- Studying Business Administration in Vienna / Claus Ebster, Heribert Reisinger -- Udo Wagner -- The Marketing Scientist / Adamantios Diamantopoulos, Wolfgang Fritz -- List of Publications / Adamantios Diamantopoulos, Wolfgang Fritz |
| Summary |
Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers - among them worldwide leading scholars - offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems. Contents- Marketing Models and Marketing Research Methods- Consumer Behavior and Retailing- Marketing ManagementThe EditorsProfessor DDr. Adamantios Diamantopoulos, Holder of the Chair of International Marketing, University of Vienna, Austria. Professor Dr. Wolfgang Fritz, Director of the Institute of Marketing, Technische Universität Braunschweig, Germany, and Honorary Professor, University of Vienna, Austria. Professor Dr. Lutz Hildebrandt, Director of the Institute of Marketing, Humboldt University of Berlin, Germany, and Honorary Professor, University of Vienna, Austria |
| Analysis |
Economics |
|
Marketing |
|
Economics/Management Science |
|
Market Research |
|
economie |
|
bedrijfswetenschap |
|
management science |
|
marktonderzoek |
|
Management studies, Business Administration, Organizational Science (General) |
|
Economics (General) |
|
Management, bedrijfskunde, organisatiekunde (algemeen) |
|
Economie (algemeen) |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
|
Marketing research -- Methodology
|
|
Marketing -- Mathematical models.
|
|
BUSINESS & ECONOMICS -- Marketing -- Research.
|
|
Science économique.
|
|
Affaires.
|
|
Marketing -- Mathematical models
|
|
Marketing research
|
|
Marketing research -- Methodology
|
| Form |
Electronic book
|
| Author |
Diamantopoulos, A. (Adamantios)
|
|
Fritz, Wolfgang, 1951-
|
|
Hildebrandt, Lutz.
|
|
Bauer, András.
|
| ISBN |
9783834937223 |
|
3834937223 |
|
