Market Assessment with OR Applications: 1st Edition (e-Book) book cover

Market Assessment with OR Applications

1st Edition

By Adarsh Anand, Deepti Aggrawal, Mohini Agarwal

CRC Press

108 pages | 16 B/W Illus.

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pub: 2019-12-09
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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



Author Biographies

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


About the Authors

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.

About the Series

Mathematical Engineering, Manufacturing, and Management Sciences

The aim of this new book series is to publish the research studies and articles that bring up the latest development and research applied to mathematics and its applications in the manufacturing and management sciences areas. Mathematical tool and techniques are the strength of engineering sciences. They form the common foundation of all novel disciplines as engineering evolves and develops. The series will include a comprehensive range of applied mathematics and its application in engineering areas such as optimization techniques, mathematical modelling and simulation, stochastic processes and systems engineering, safety-critical system performance, system safety, system security, high assurance software architecture and design, mathematical modelling in environmental safety sciences, finite element methods, differential equations, reliability engineering, etc.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Marketing / Industrial
BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Operations Research
MATHEMATICS / Optimization
TECHNOLOGY & ENGINEERING / Industrial Engineering
TECHNOLOGY & ENGINEERING / Operations Research