The Marketing Engineering product line includes two books which cover such topics as Market Response Models, Customer Value Assessment and Valuing Customers, Segmentation and Targeting, Positioning Analysis, Forecasting, and New Product and Service Design. The books encapsulate decades of research in marketing modeling and include software implementations of the most successful marketing models that have helped many companies improve their marketing performance.
There are currently two books available covering the Marketing Engineering topic:
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Principles of Marketing Engineering
Authors: Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn
Publisher: Trafford Publishing (2007)
ISBN: 1-4251-1314-1
Pages: 230
We offer an accessible overview of the most widely used Marketing Engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.
We have designed this book primarily for the marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.
For those readers who would like to understand the analytics behind the concepts, we have a series of Technical Notes available on our website which cover the main concepts.
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Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Revised Second Edition
Authors: Gary L. Lilien and Arvind Rangaswamy
Publisher: Trafford Publishing (2004)
ISBN: 1-4120-2252-5
Pages: 518
The Marketing Engineering Revised 2nd Edition book provides a complete treatment of both the concepts and the models involved in marketing engineering. Package, includes text, business cases, and the educational version of Marketing Engineering v2.4 (limited functionality). This text is designed for the more analytical reader.