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Keywords: Modelling
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Journal Articles
The diffusion of quantitative methods into marketing management
Available to Purchase
Journal of Marketing Practice: Applied Marketing Science (1995) 1 (4): 13–31.
Published: 01 December 1995
... into practice of quantitative methods. Finds that, despite the increased use of computers, and the wider availability of modelling software, the most popular quantitative techniques are still the most basic data summary and presentation methods. Marketing students receive only a limited exposure to advanced...
