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 approaches in pricing, advertising, new product...

The role of the consumer has changed from seeking the most satisfaction from goods and services to reconciling consumption with active citizenship, which links consumption to modern social issues such as environmental protection, sound business ethics, and fair working conditions. Understanding...