The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysis

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies publish

"The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysi

The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysis

"This is a book about the decisions with which the marketing manager is constantly faced. Moreover its focus is on the analysis of those decision problems with