Quantitative Marketing and Marketing Management Marketing Models and
Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approache
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Adamantios Diamantopoulos Wolfgang Fritz • Lutz Hildebrandt (Eds.)
Quantitative Marketing and Marketing Management Marketing Models and Methods in Theory and Practice With contributions by András Bauer, Hans Baumgartner, Albert C. Bemmaor, Markus Blut, Yasemin Boztuğ, Philipp Broeckelmann, Reinhold Decker, Adamantios Diamantopoulos, Claus Ebster, Wolfgang Fritz, Christoph Fuchs, Dominic Gastes, Hubert Gatignon, Wolfgang Gaul, Nicolas Glady, Andrea Gröppel-Klein, Reinhard Grohs, Nadine Hennigs, Lutz Hildebrandt, Hartmut Holzmüller, Christian Homburg, Daniel Hoppe, Harald Hruschka, Michael Kempe, Karsten Kieckhäfer, Daniel Klapper, Martin Klarmann, Tetyana Kosyakova, Manfred Krafft, Gilles Laurent, Peter S. H. Leeflang, Michael Löffler, Bettina Lorenz, Ariel Mitev, Rajan Nataraajan, Martin Natter, Thomas Otter, Ana-Marija Ozimec, Marcel Paulssen, Alessandro M. Peluso, Kalyan Raman, Heribert Reisinger, Thomas Reutterer, Cam Rungie, Henrik Sattler, Christian Schlereth, Steffen Schmidt, Oliver Schnittka, Nadja Silberhorn, Günter Silberer, Bernd Skiera, Thomas Stefan Spengler, Markus Stolper, Thomas Suwelack, Dirk Temme, Dirk Totzek, Franziska Völckner, Thomas Volling, Klaus-Peter Wiedmann, Thomas Wüstefeld, German Zenetti
Dedicated to o. Univ.-Prof. Dipl.-Ing. Dr. Dr. h. c. Udo Wagner
Editors Prof. DDr. Adamantios Diamantopoulos University of Vienna Vienna, Austria http://international-marketing.univie.ac.at Prof. Dr. Wolfgang Fritz Technische Universität Braunschweig Braunschweig, Germany https://www.tu-braunschweig.de/marketing
ISBN 978-3-8349-3060-6 DOI 10.1007/978-3-8349-3722-3
Prof. Dr. Lutz Hildebrandt Humboldt University of Berlin Berlin, Germany http://www.wiwi.hu-berlin.de/professuren/bwl/ marketing
ISBN 978-3-8349-3722-3 (eBook)
The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Springer Gabler © Gabler Verlag | Springer Fachmedien Wiesbaden 2012 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable
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