DecisionPro, Inc - Marketing Engineering & Analytics
Where are the data sets for the exercises located in Marketing Engineering Revised 2nd Edition?
- Date added:
- Monday, 15 November 2010
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- 677
Answer
A Note from the Author:
The several editions of Marketing Engineering that we have published since 1998 have been aimed at a fairly narrow, somewhat technical audience interested in bringing more scientific rigor to the marketing discipline. Versions of that book were adopted by more than 150 business schools on five continents. In 2007 we published Principles of Marketing Engineering to reach a broader, less technical audience. A key complement of that book, in response to user feedback, was Marketing Engineering for Excel (ME>XL), i.e., our Marketing Engineering software as an Excel Add-in. The response to that effort has been extremely positive and we have abandoned the original Marketing Engineering software platform, the one that produced the software complement to previous editions of this book.
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.
The book can be used solely as a text; if you wish to use cases and related software the following guide should help you.
Gary Lilien
Several instructors have successfully used Marketing Engineering Revised 2nd Edition with the Marketing Engineering for Excel software. Many of the cases in the Marketing Engineering Revised 2nd Edition are included in the new ME>XL software package. While not all cases that are included in the book are in the new software, there are cases associated with each chapter which should provide instructors assignment material for each chapter. For more information about which cases and models are available in the ME>XL software package and how they relate to the chapters of the Marketing Engineering Revised 2nd Edition, see the following charts.
Models/Cases available with ME>XL
|
Chapter |
Model |
Case |
|
2 |
Excel Solver |
BrainCell Internet Advertising (Solver) (not in text) |
|
3 |
Segmentation |
ConneCtor PDA 2001 (Segmentation) |
|
3 |
Choice Based Segmentation |
ABB Electric (Customer Choice) |
|
4 |
Positioning |
Infinit G20 (Positioning) |
|
5 |
Customer Chioce |
Bookbinders Book Club (Customer Choice) |
|
6 |
GE Portfolio Matrix |
Addison Wesley Longman (GE) |
|
7 |
Conjoint |
Forte Hotel Design (Conjoint) |
|
7 |
Bass |
Zenith HDTV Case (Bass) |
|
8 |
ADBUDG |
Blue Mountain Coffee (ADBUDG) |
|
9 |
Resource Allocation |
Syntex (Resource Allocation) |
|
9 |
CALLPLAN |
John French CALLPLAN (Resource Allocation) |
|
10 |
Value-in-Use |
Abcor2000 (Value-in-Use Pricing) |
Models/Cases No Longer Available
|
Chapter |
Model |
Case |
|
2 |
Excel Solver |
Conglom Promotional Analysis |
|
2 |
Visual Response Modeling |
Conglomerate Inc. Response Model Exercise |
|
6 |
DecisionTree 1,2 |
ICI Americas |
|
6 |
PIMS Model 1 |
Portfolio Analysis Exercise |
|
6 |
Analytical Hierachy Process 1 |
Jenny's Gelato Case |
|
6 |
Compete |
ACME Liquid Cleanser Case |
|
7 |
ADVISOR |
Convection Corporation Case |
|
7 |
ADCAD |
Johnson Wax: Ad Copy Design Case |
|
9 |
Geodemographic 1 |
J&J Family Video Case |
|
10 |
Learner |
Price Planning for the ABCOR2000 Exercise |
|
10 |
Bid |
Paving I-99 Exercise |
|
10 |
Revenue |
Forte Hotel Revenue Management Exercise |
|
10 |
Promotion Model |
Massmart Inc. Case |
1 These models were licensed third party software and no longer available through DecisionPro.
2 A 30 day trial of compatible software is available from http://treeplan.com/treeplan.htm
