Quantitative Analysis in Marketing Management

Synopsis of Quantitative Analysis in Marketing Management

This book introduces an accessible approach to quantitative concepts and techniques in marketing management. It examines techniques from other management disciplines, such as financial management and operations management, and shows how they can be applied to marketing management. It includes problems and case studies at the end of each chapter. The text is divided into three parts: statistics, demand analysis and forecasting; financial analysis, operations and control systems; and future trends. It is suitable for undergraduate and MBA students enrolled in marketing management, market analysis and forecasting, strategic marketing, and marketing research courses.