The use of quantitative methods for support decision making about basic strategy of targeted marketing and Marketing Engineering

This thesis deals with the use of quantitative and statistical methods for decision making support in marketing. Mainly deals with the procedures to be used in practice to determine the basic strategy of targeted marketing S-T-P. Application of this approach requires software support, and therefore presents computer programs that are in practice used for this purpose. The work also addresses the limitations of this strategy, and presents two approaches for generating innovation - Lateral Marketing and Blue Ocean Strategy. Author shows using of methods in practice on case study.