Market Assessment with OR Applications

Kent Lenci, Deepti Aggrawal (Delhi Technological University, Vihar, Delhi), Mohini Agarwal (Galgotias University, Greater Noida, India)

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English

CRC Press
30 September 2021

Product design; Sales & marketing management; Market research; Operational research

Series: Mathematical Engineering, Manufacturing, and Management Sciences

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.

By: Kent Lenci, Deepti Aggrawal (Delhi Technological University, Vihar, Delhi), Mohini Agarwal (Galgotias University, Greater Noida, India)
Imprint: CRC Press
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 190g
ISBN: 9781032176192
ISBN 10: 1032176199
Series: Mathematical Engineering, Manufacturing, and Management Sciences
Pages: 124
Publication Date: 30 September 2021
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Preface Acknowledgments 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 Index

"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."