Marketing Models

by Gary L. Lilien

Book Overview

The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.

• Format: Hardcover
• Language: English
• ISBN: 0135446449
• ISBN13: 9780135446447
• Release Date: January 1991
• Publisher: Prentice Hall
• Length: 803 Pages
• Weight: 3.08 lbs.

Customer Reviews

Classics of Marketing Engineering

Best book ever found in the area of Marketing Modelling. Good foundations for marketing analyst to grasp the idea of various marketing activities(e.g. promotion, place, price...etc) A rare species of its type in the marketplace.

Comprehensive Book on Marketing Modeling

This book covers all the bases for a person who wants to know the major areas of Marketing Modeling. It is quantitative, but it needs to be in order to be comprehensive enough to allow a person to build these or similar models. Some models are academic, but others are very practical and useful.

Ideal book for PhD students in Marketing

I like this book as it is very quantitative and makes us feel marketing a more of Science than Art. It could be a good reference book for MBAs ONLY if you have a strong background in Mathematics. or else please do not even go near this book .This is a book ideally for PhD students or those who have strong quantitative skills and want to understand Marketing from a advanced Scientic perspective.In all it is a good book for PhD students.

A PhD thesis rather than a primer? NOT!

This book turned out to be *exactly* what I was looking for -- a mathematical reference for my coaching practice in quantitative marketing. Highly recommended!

The bible on marketing models..

This is a classic on the subject. Lilien is a widely known researcher in this area; Moorthy is a marketing prof at University of Toronto and it is needless to introduce Kotler. The book is heavy in mathematics (but there's an appendix with basic info on the probability distributions used to help the unnitiated). There are chapters on competition, advertising, sales force, product positioning management, and many more marketing topics (yep, even all those stochastic consumer behavior models are there). The bibliographical reference section is also very good.