Subject Areas
The Marketing Engineering Revised 2nd Edition book includes the following topics:
- Market Response Models
- Segmentation and Targeting
- Positioning Analysis
- Strategic Market Analysis
- Market Demand and Trend Analysis
- Product Life Cycle
- Strategic Marketing Decision Making
- Shared Experience Models: The PIMS Approach
- Product Portfolio Models: The GE/McKinsey Approach
- New Product Decisions
- Conjoint Analysis for Product Design
- Forecasting Sales using the Bass Model
- Pretest Market Forecasting with the Assessor Model
- Advertising and Communication Decisions
- Salesforce and Channel Decisions
- Reallocator Model
- CALLPLAN Model
- Price and Sales Promotion Decisions