Marketing Engineering: Computer-assisted Marketing Analysis and PlanningDecisionPro, 2004 - 518 pagine Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This textbook, combined with a collection of leading-edge software models (available separately) provides the student with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions. Our purpose in writing this book is to help educate and train a new generation of marketing managers. We aim to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory. A Note from the Author: Hence, as the note on the cover indicates, software is not included with the book. More importantly, when we reference software in the book, those references refer to a version of the software that is no longer available. "I am very excited about this book. Finally marketing can exhibit its scientific muscle and move from opinions-based decision making to data-based decision making. I think this is a very important book that will spawn a new discipline within marketing." |
Sommario
29 | |
61 | |
75 | |
83 | |
CrossClassification Regression | 96 |
Implementing the STP Process | 102 |
PDA Features Guide | 110 |
ABB Electric Segmentation Case | 113 |
Developing Marketing Programs | 233 |
Advertising and Communications Decisions | 302 |
Advertising Copy Development and Decisions | 324 |
Summary | 335 |
Salesforce and Channel Decisions | 354 |
Marketing Channel Decisions | 379 |
Syntex Laboratories A Case | 386 |
Price and Sales Promotion Decisions | 414 |
Altre edizioni - Visualizza tutto
Marketing Engineering: Computer-assisted Marketing Analysis and Planning Gary L. Lilien,Arvind Rangaswamy Anteprima non disponibile - 2003 |
Marketing Engineering: Computer-assisted Marketing Analysis and Planning Gary L. Lilien,Arvind Rangaswamy Anteprima non disponibile - 2002 |