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Analytical Models Included

The Principles of Marketing Engineering textbook and the Marketing Engineering for Excel software package covers some of the most popular marketing models to help address common marketing problems:

  • Segmentation, Targeting and Positioning (STP)
  • New Product Decisions
  • Sales Forecasting
  • Advertising and Communication Decisions
  • Salesforce and Channel Decisions
  • Pricing
  • Sales Promotion Decisions

The following specific models are addressed:

Bass Forecasting
The Bass diffusion model is used to forecast the sales of a new product or service that has no close competitors. Learn More...
The Conjoint Analysis model is a procedure for measuring, analyzing, and predicting customers' responses to new products and to new features of existing products. Learn More...
Customer Choice
The Customer Choice (Logit) model is an individual-level response model that helps to analyze and explain the choices individual customers make in the market. Learn More...
Customer Lifetime Value
Customer Lifetime Value (CLV) is a metric of a customer's value to the organization over the entire history of the relationship. Learn More...
GE/McKinsey Portfolio Matrix
The GE Portfolio approach evaluates a business on the basis of two composite dimensions: industry attractiveness and business strength. Learn More...
Positioning / Perceptual Mapping
Perceptual-mapping helps firms to understand how customers view their product(s) relative to competitive products. Learn More...
The Pricing model is used to determine demand level at any price level. Learn More...
Resource Allocation
Resource Allocation helps optimize resource sizing and resource allocations across segments, products, channels, etc. Learn More...
Segmentation and Targeting
Segmentation is the process of classifying customers into homogenous groups (segments) such that each group of customers shares enough characteristics in common to make it viable for the firm to design specific offerings or products for selected segments. Learn More...