The science of marketing, in its contemporary concept, represents a set of integrated activities through which the resources of a business organization are directed to available opportunities in a market. It seeks to achieve the highest levels of satisfaction for the current and future needs and desires of customers, ensuring the maximization of profit opportunities for the organization, whether this profit is material or social. Modern marketing is not exclusive to for-profit business organizations; it is also practiced and flourishes in the environment of humanitarian organizations and government institutions aiming for social profit. Marketing is also practiced by nations, peoples, and individuals to market themselves, their ideas, their countries, their beliefs, their lifestyles, and anything else that can be marketed.

Based on the above, the idea for this book was conceived to transform marketing mechanisms and activities into a quantitative framework, linking quantitative analysis with marketing analysis in the use and application of quantitative methods to the real-world problems of goods and services organizations.

This book includes nine chapters presented in a manner suitable for the curriculum of marketing students, as well as for managers and technicians concerned with using and applying these methods. The chapters cover the following:

• Chapter One: Provides a detailed picture of the approaches related to the concept of modern marketing.
• Chapter Two: Presents the concepts related to quantitative methods in marketing science.
• Chapter Three: Highlights the concept of decision theory and the mechanism for making marketing decisions.
• Chapter Four: Deals with linear programming (the graphical method in addressing marketing problems).
• Chapter Five: Covers the simplex method.
• Chapter Six: Is dedicated to discussing allocation and transportation problems in product storage and marketing.
• Chapter Seven: Presents network models.
• Chapter Eight: Discusses sales forecasting methods.
• Chapter Nine: The final chapter, sheds light on a modern topic addressed for the first time in marketing books, which is Cluster Analysis.

Weight: 0.55 kg
Dimensions: 17 × 24 cm
ISBN: 978-9957-12-403-8