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Posted in Marketing Engineering Revised 2nd Edition

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