Professors Gary Lilien, Arvind Rangaswamy, and Arnaud De Bruyn have given series of webinars on the topic of Marketing Engineering. The following free webinars are presented as part of the ISBM Decision/Insight Webinar Series. (Visit the ISBM website for more information on the Institute for the Study of Business Markets.)
| Title | Presenter | Length | Link* |
Product Positioning in the B-to-B Marketplace (11/2/06) In this free webinar, Dr. Lilien introduced the basic principles of using perceptual maps for product positioning. |
Dr. Gary Lilien |
59 min. |
View (5.3MB) |
Segment Targeting and Prioritization for Greater Profit with MEXL (3/6/07) In this free webinar, Dr. Lilien introduced the basic principles of ranking and prioritization using the GE/McKinsey approach. |
Dr. Gary Lilien |
63 min. |
View (6.3MB) |
B-to-B Segmentation for Greater ROI with Cluster Analysis MEXL (5/15/07) In this free webinar, Dr. Lilien introduced the basic principles of segmentation and classification. |
Dr. Gary Lilien |
60 min. |
View (6.5MB) |
Product Design and Customer Segmentation with Conjoint Analysis MEXL (7/18/07) In this free webinar, Dr. Rangaswamy introduced the principles of product design and customer segmentation using the Conjoint MEXL tool. |
Dr. Arvind Rangaswamy |
60 min. |
View (7.5MB) |
Market Resource Allocation with ReAllocator MEXL (9/12/07) In this free webinar, Dr. Lilien reviewed the response model approach linking marketing spending decisions to market outcomes using the Resource Allocation MEXL tool. |
Dr. Gary Lilien |
60 min. |
View (5.8MB) |
New Technology Forecasting with Bass Model MEXL (11/14/07) In this free webinar, Dr. Rangaswamy reviewed the Bass model approach for new technology forecasting with the MEXL tool.. |
Dr. Arvind Rangaswamy |
60 min. |
View (6.5MB) |
Measuring Customer Lifetime Value MEXL (3/13/08) In this free webinar, Dr. De Bruyn reviewed the Customer Lifetime Value model approach with the MEXL tool. |
Dr. Arnaud De Bruyn |
60 min. |
View (6.0MB) |
* To download webinar to your computer, right click on "View" link and select "Save Target As..."