This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific marketing analysis.
It includes a variety of mathematical models applied for better decision making, promotional decisions in the presence of competition, and sales forecasting using an Operational Research (OR) approach. The book also provides a platform to academicians, practitioners, and researchers to gain understanding of marketing management concepts from an OR perspective.
This book offers relevant, international perspectives on techniques for market assessment under one canopy. It will be helpful for those who want to gain insight into understanding the managerial aspects from an OR analyst point of view and is a collaboration that contains plenty of related and valuable techniques used in real-life problems faced by industries.
Table of Contents
Chapter 1 Introduction to Marketing Management
Chapter 2 Need for Scientific Marketing Analysis
Chapter 3 Understanding the Consumer’s Perspective
Chapter 4 Product and Brand Management
Chapter 5 Pricing Decision: A General Perspective
Chapter 6 Some Purchasing Policies Under Fluctuating Pricing
Chapter 7 Distribution Management
Chapter 8 Promotional Management Using OR Concepts
Dr Adarsh Anand did his doctorate in the area of Innovation Diffusion Modeling in Marketing and Software Reliability Assessment. Presently he is working as an Assistant Professor in the Department of Operational Research, University of Delhi (INDIA). He has been conferred with Young Promising Researcher in the field of Technology Management and Software Reliability by Society for Reliability Engineering, Quality and Operations Management (SREQOM) in 2012. He is a lifetime member of the Society for Reliability Engineering, Quality and Operations Management (SREQOM). He is also on the editorial board of International Journal of System Assurance and Engineering management (Springer). He has Guest edited several Special Issues for Journals of international repute. He has edited two books namely: "System Reliability Management (Solutions and Technologies)" and "Recent Advancements in Software Reliability Assurance" under the banner of Taylor and Francis (CRC – Press). He has publications in journals of national and international repute. His research interest includes modeling innovation adoption and successive generations in marketing, software reliability growth modelling and social media analysis.
Dr Deepti Aggrawal is currently working as Assistant Professor at USME, Delhi Technological University, India. She obtained her PhD degree from Department of Operational Research, University of Delhi. She was Operations Manager in Axis Bank till she joined as a research scholar in the Department of Operational Research in 2011. Her Research areas include Marketing and Software Reliability. She is a life member of SREQOM and has publications in journals of national and international repute.
Dr Mohini Agarwal is currently working as Assistant Professor at Amity School of Business, Amity University Uttar Pradesh. Prior joining Amity University, she has worked as Assistant Professor at Galgotias University in School of Business. She did her Ph.D. from Department of Operational Research, University of Delhi, Delhi (INDIA). She obtained her B.Sc. (H) Mathematics and M.Sc. in Operational Research degree from University of Delhi, Delhi (INDIA). Her Research areas include Marketing Management and Software Reliability. She is a life time member of SREQOM. She has publications in journals and conferences of national and international repute.