Marketing, Volume 5 (Handbooks in Operations Research and Management Science)
| Author | : | |
| Rating | : | 4.30 (577 Votes) |
| Asin | : | 0444889574 |
| Format Type | : | paperback |
| Number of Pages | : | 910 Pages |
| Publish Date | : | 2014-08-20 |
| Language | : | English |
DESCRIPTION:
All Marketing Researchers should have read this book A Customer Great review for marketing research. Suggest every academic in marketing read it.
While not primarily a text, the book provides a foundation for advanced students in marketing. The articles are written with a technically sophisticated reader in mind, but not necessarily an expert in marketing. MS/OR professionals, both academic and practitioner alike, will appreciate the impact that the MS/OR approach has had in the marketing area. Leading marketing scientists, with an MS/OR orientation, present in this book a state-of-the-art review of their area of expertise. The authors provide a discussion of the motivation - the behavioural foundations or key assumptions - leading to the development of the important models or m
-- OR Spektrum the book is a triumph -- Journal of Classification the book is a triumph -- Journal of Classification the book is a triumph -- Journal of ClassificationThe editors have done an outstanding job bringing together the leading marketing scholars to review and discuss these areas. Eliashberg and Lilien have edited a very impressive and informative handbook that represents without any doubt an important enrichment to the marketing literature. In all, this is a very worthwhile book to have at your disposal. -- Journal of Marketing Research