Marketing Models

DETAILS : 

• Author : Gary L. Lilien & Philip Kolter
  
• Publisher ‏ : ‎ Prentice Hall India Learning Private Limited 
  
• Publication date  : 1 January 1998
  
• Language ‏ : ‎ English
  
• Paperback ‏ : ‎ 820 pages
  
• ISBN-10 ‏ : ‎ 8120314751
  
• ISBN-13 ‏ : ‎ 978-8120314757
  
• Item Weight ‏ : ‎ 1300 g 

ABOUT THE BOOK 

Marketing Models is a foundational text that explores how quantitative and analytical models can be applied to marketing decision-making. The book explains how models help in areas such as market response, pricing, advertising, sales forecasting, and resource allocation. It bridges marketing theory with practical, data-driven applications. Written in a structured and accessible manner, the book is valuable for both academics and practitioners. It highlights how modeling improves strategic marketing effectiveness. This work is especially useful for advanced students and marketing professionals.

ABOUT THE AUTHOR 

Gary L. Lilien is a distinguished marketing scholar known for his contributions to marketing analytics and business-to-business marketing. He has held prestigious academic positions and authored influential research works. Philip Kotler is widely regarded as the “father of modern marketing” and has shaped marketing education worldwide. Kotler has authored numerous landmark textbooks and influenced generations of marketers. Together, their expertise combines rigorous analysis with practical marketing insight. Their collaboration adds immense credibility and depth to this book.