Management science in marketing [by] David B. Montgomery and Glen L. Urban.

; Urban, Glen L
Englewood Cliffs, N.J., Prentice-Hall [1969] .

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Other Authors Urban, Glen L.
Subjects Management.
Marketing -- Gestion.
Marketing -- Management.
Marketing.
Series Prentice-Hall international series in management.
Description xix, 376 pages 24 cm.
Copyright Date [1969]
Notes Includes bibliographical references.
Contents Introduction to management science and marketing -- The nature of management science -- Management science and the decision-information system -- Plan of development of this book -- Models of market response -- Simulation models of market response -- Stochastic models of consumer response -- A comparison of simulation and stochastic models -- Advertising decisions -- Creating advertising appeals -- Determination of the advertising budget -- Specification of the media schedule -- Specification of copy and format -- A note on other promotions -- Summary of management science and advertising decisions -- Pricing decisions -- The classical economic model -- Price and the firm's total marketing plan -- Competitive models -- Estimating demand relationships -- Management science and pricing decisions -- Distribution decisions -- Introduction -- The nature of distribution systems -- Functions of distribution -- Specific distribution decisions -- Summary of management science in distribution decisions -- Personal selling decisions -- Introduction -- Personal selling goals -- Size of personal selling effort -- Allocation of sales effort -- Organizational aspects of personal selling -- Summary of management science and personal selling decisions -- New product decisions -- Introduction -- Search for new product ideas -- Screening new product possibilities -- Analysis of new product proposals -- Implementation of new products -- A note on product line decisions -- Management science and new product decisions -- Implementation of management science in marketing -- Introduction -- Problems in implementing the management science approach in marketing -- Considerations in implementing management science in marketing -- The future of management science in marketing -- Future developments in marketing information systems -- Models and the model bank -- Research opportunities for management science in marketing.
Network Numbers (OCoLC)218614
(OCoLC)ocm00218614
WorldCat Search OCLC WorldCat
WorldCat Identities Montgomery, David B.
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