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folder_documents.png Technical Notes

The Technical Notes are designed as additional reference material for Principles of Marketing Engineering. The Principles book has removed most of the equations (i.e., the "how to") of Marketing Engineering in favor of conveying the importance and value of the Marketing Engineering concepts (i.e., the "why"). These Notes provide the background material for those interested readers.

 
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pdf.png TN01 - Excel Solver Technical Note

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Supplements Chapter 1 of Principles of Marketing Engineering

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192.47 KB
8,892
pdf.png TN02 - Response Models Technical Note HOT

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Supplements Chapter 1 of Principles of Marketing Engineering

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570.65 KB
10,202
pdf.png TN03 - Choice Modeling Technical Note

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Supplements Chapters 1, 2, and 7 of Principles of Marketing Engineering

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718.34 KB
8,934
pdf.png TN04 - Segmentation Technical Note

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Supplements Chapter 3 of Principles of Marketing Engineering

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965.76 KB
7,786
pdf.png TN05 - Positioning Technical Note HOT

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Supplements Chapter 4 of Principles of Marketing Engineering

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2.07 MB
10,008
pdf.png TN06 - Time Series Technical Note

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Supplements Chapter 5 of Principles of Marketing Engineering

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543.3 KB
5,900
pdf.png TN07 - Assessor Technical Note

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Supplements Chapter 5 of Principles of Marketing Engineering

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2.84 MB
9,092
pdf.png TN08 - Bass Model Technical Note 170823 HOT

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Supplements Chapter 5 of Principles of Marketing Engineering and Analytics

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505.09 KB
15,422
pdf.png TN09 - Conjoint Analysis Technical Note

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Supplements Chapter 6 of Principles of Marketing Engineering

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1.04 MB
8,843
pdf.png TN10 - Resource Allocation Technical Note

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Supplements Chapter 7 of Principles of Marketing Engineering

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548.93 KB
6,746