Marketing Models by Gary L. Lilien, Philip Kotler, K. Sridhar Moorthy

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(Hardcover)

  • Pub. Date: December 1991
  • 800pp

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    Product Details

    • Pub. Date: December 1991
    • Publisher: Prentice Hall Professional Technical Reference
    • Format: Hardcover, 800pp

    Synopsis

    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.

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