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.
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
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.