Welcome to Marketing Engineering. 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. These textbooks, combined with a comprehensive collection of leading-edge software models 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.

The purpose in writing these books is to help educate and train a new generation of marketing managers. Our goal is 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.

Marketing Engineering is combination of textbooks, software, and business cases developed and written by Professors Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn. The textbooks, software, and cases are intended to be used in conjunction with one another to provide theory (textbook), computer modeling techniques (software), and context-specific operations decisions and action (business cases).

I think you've put together a great product for teaching marketing. My students really feel like they're learning a lot from the software and applications in the New Products module of Marketing Engineering. I'll definitely be using it again when I teach two sections of the course next year.... Based on my interactions with students over the years, I know that there is a big need for user-friendly software that enables firms to apply all of these models.

Peter Golder, New York University

The following steps will provide you the teaching resources to get started with Marketing Engineering. Please note that after registration as an instructor, your application will be reviewed and verified. Once approved, you may continue with Step 3.