营销中定量分析方法的传播
定量分析方法
作者:Michael Hussey, Graham Hooley
来源:Journal of Marketing Practice: Applied Marketing Science，1995 Volume:1 Issue:4 Page:13 - 31
摘要: Investigates the extent to which various quantitative techniques are employed in marketing across Europe. Marketing practitioners, marketing services providers and marketing educators were all surveyed in a pan-European study aimed at uncovering the extent of diffusion into practice of quantitative methods. Finds that, despite the increased use of computers, and the wider availability of modelling software, the most popular quantitative techniques are still the most basic data summary and presentation methods. Marketing students receive only a limited exposure to advanced quantitative methods and practitioners typically find little use for the more sophisticated techniques.
关键词: Diffusion, Europe, Marketing, Modelling, Personal computers, Students
营销中定量分析方法的传播.zip(67.4 KB)
