Quantitative Marketing and Marketing Management

1. Front Matter

   Pages 1-35

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2. Marketing Models and Marketing Research Methods

   1. Front Matter

      Pages 37-37

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   2. Implementing the Pareto/NBD Model: A User-Friendly Approach

      • Albert C. Bemmaor, Nicolas Glady, Daniel Hoppe

      Pages 39-49

   3. The Consistency Adjustment Problem of AHP Pairwise Comparison Matrices

      • Dominic Gastes, Wolfgang Gaul

      Pages 51-62

   4. Choice Modeling and SEM

      • Lutz Hildebrandt, Dirk Temme, Marcel Paulssen

      Pages 63-80

   5. Using Multi-Informant Designs to Address Key Informant and Common Method Bias

      • Christian Homburg, Martin Klarmann, Dirk Totzek

      Pages 81-102

   6. Using Artificial Neural Nets for Flexible Aggregate Market Response Modeling

      • Harald Hruschka

      Pages 103-121

   7. Supporting Strategic Product Portfolio Planning by Market Simulation

      • Karsten Kieckhäfer, Thomas Volling, Thomas Stefan Spengler

      Pages 123-147

   8. Knowledge Generation in Marketing

      • Peter S. H. Leeflang, Alessandro M. Peluso

      Pages 149-170

   9. Implications of Linear Versus Dummy Coding for Pooling of Information in Hierarchical Models

      • Thomas Otter, Tetyana Kosyakova

      Pages 171-190

   10. Visual Decision Making Styles and Geographical Information Systems

       • Ana-Marija Ozimec, Martin Natter, Thomas Reutterer

       Pages 191-207

   11. Analyzing Sequences in Marketing Research

       • Günter Silberer

       Pages 209-224

   12. DISE: Dynamic Intelligent Survey Engine

       • Christian Schlereth, Bernd Skiera

       Pages 225-243

3. Consumer Behavior and Retailing

   1. Front Matter

      Pages 245-245

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   2. The Effect of Attitude Toward Money on Financial Trouble and Compulsive Buying

      • András Bauer, Ariel Mitev

      Pages 247-268

   3. Repetitive Purchase Behavior

      • Hans Baumgartner

      Pages 269-286

   4. Investigating Cross-Category Brand Loyal Purchase Behavior in FMCG

      • Yasemin Boztuğ, Lutz Hildebrandt, Nadja Silberhorn

      Pages 287-302

   5. Validation of Brand Relationship Types Using Advanced Clustering Methods

      • Wolfgang Fritz, Michael Kempe, Bettina Lorenz

      Pages 303-324

   6. Positioning Bases’ Influence on Product Similarity Perceptions

      • Christoph Fuchs, Adamantios Diamantopoulos

      Pages 325-351

   7. The Influence of Location-Aware Mobile Marketing Messages on Consumers’ Buying Behavior

      • Andrea Gröppel-Klein, Philipp Broeckelmann

      Pages 353-377

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.

• Empirische Marktmodellierung
• Festschrift
• Festschrift Udo Wagner
• Handel
• Käuferverhalten
• Marketing-Management
• Marketing-Modelle

• Chair of International Marketing, University of Vienna, Vienna, Austria

  Adamantios Diamantopoulos

• Braunschweig, Germany

  Wolfgang Fritz

• Berlin, Germany

  Lutz Hildebrandt

Professor DDr. Adamantios Diamantopoulos, Holder of the Chair of International Marketing, University of Vienna, Austria.
Professor Dr. Wolfgang Fritz, Director of the Institute of Marketing, Technische Universität Braunschweig, Germany, and Honorary Professor, University of Vienna, Austria.
Professor Dr. Lutz Hildebrandt, Director of the Institute of Marketing, Humboldt University of Berlin, Germany, and Honorary Professor, University of Vienna, Austria.

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