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This text brings together the key quantitative concepts and techniques which are central for the contemporary management of the marketing function. It also examines techniques drawn from other management disciplines, such as financial management, and shows how these techniques can be applied to marketing management. The analytical approach used reinforces the concepts introduced. Detailed discussions of the interpretation of results are provided and computations of the various interpretative statistics and calculations are illustrated in order to offer a better understanding of the techniques. Eight case studies and eight analytical problems demonstrate the application of different quantitative techniques. The book offers a combination of emphasis on quantitative aspects, integrated approach and applicability. The disk featured with the book includes a series of spreadsheet models related to problems and techniques discussed.
