Marketing Analysis & Decision Making Text and cases with spreadsheets 2ED

ผู้เขียน DARRAL G.CLARKE

เนื้อหาโดยสังเขป

IN THIS SECOND EDITION of maketing Analysis and Decision Making I have added a considerable amount of background and exercise material. Most of this material is provided so that students can develop their own models, as well as work through the models developed for them. This is the most significant differece between the first and second editions. In my experience, while the students who worked on designing their own models may not have buitlt great models, they undoubtedly learned more by making the attemp than they would have otherwise. Their excursions taught me a good deal about building useful decision models. I am certain these students will interact productively with marketing scientists.

สารบัญ

Chapter 1 The Problem & The Opportunity

Chapter 2 An Introduction to Analytical Decision Making

Chapter 3 Early New Product Deveopment

Chapter 4 Pre-Test Market Testing & Product Modification

Chapter 5 Tes Marketing

Chapter 6 Market Mix Management

Chapter 7 An Approach to Analytic Marketing Decision

Marking

รายละเอียดหนังสือ

ISBN    : 0894262297 (ปกแข็ง) 391 หน้า

ขนาด    : 89 x 241 x 22 มม.

น้ำหนัก    : 940 กรัม

เนื้อในพิมพ์    : ขาวดำ

เดือนปีที่พิมพ์    : 1993