Chapter 1 The Marketing Engineering Approach
THE EMERGING MARKETING DECISION ENVIRONMENT
Trends that Favor Marketing Engineering
Examples of Marketing Engineering Success
TOOLS FOR MARKETING ENGINEERING
Market Response Models
Types of Response Models
Dynamic Effects
Market Share and Competition
Response at the Individual Customer Level
Objectives
Shared Experience and Qualitative Models
Choosing, Evaluating, and Benefiting from a Marketing Engineering Model
BUSINESS VALUE OF MARKETING ENGINEERING: FROM PROMISE TO REALITY
STRUCTURE OF THIS BOOK
SUMMARY
Chapter 2 Customer Value Assessment and Valuing Customers
THE CONCEPT OF CUSTOMER VALUE
Customer Needs and Value
Understanding Customer Needs
APPROACHES TO UNDERSTANDING CUSTOMER VALUE
Objective Customer Value: Should-Do Measures
Perceptual Customer Value: Plan-to-Do Measures
Behavioral Customer Value: Have-Done Measures
Comparison of Customer Value Measurement Approaches
VALUING CUSTOMERS AND CUSTOMER LIFETIME VALUE
SUMMARY
Chapter 3 Segmentation and Targeting
THE SEGMENTATION, TARGETING, AND POSITIONING APPROACH
SEGMENTATION ANALYSIS
The STP Approach
Segmentation Research: Designing and Collecting Data
TRADITIONAL SEGMENTATION
Reducing the Data with Factor Analysis
Developing Measures of Association
Identifying and Removing Outliers
Forming Segments
Profiling Segments and Interpreting Results
TARGETING INDIVIDUAL CUSTOMERS
SUMMARY
Chapter 4 Positioning
POSITIONING THROUGH BRAND LINKAGES
POSITIONING USING PERCEPTUAL MAPS
COMBINING PERCEPTUAL AND PREFERENCE MAPS
Attribute-Based Perceptual Maps
Preference Maps
Joint-Space Maps
TRANSLATING PREFERENCE TO CHOICE
INCORPORATING PRICE AS AN ATTRIBUTE
USES AND LIMITATIONS OF PERCEPTUAL AND PREFERENCE MAPS
SUMMARY
Chapter 5 Forecasting
FORECASTING METHODS
Judgmental Methods
Market and Product Analysis Methods
Time-Series Methods
Causal Methods
The Product Life Cycle
NEW PRODUCT FORECASTING MODELS
The Bass Model
Pretest Market Forecasting and the ASSESSOR Model
WHICH FORECASTING METHOD TO CHOOSE?
SUMMARY
Chapter 6 New Product and Service Design
THE NEW PRODUCT DEVELOPMENT PROCESS
MODELS FOR IDEA GENERATION AND EVALUATION
Creativity Software
CONJOINT ANALYSIS FOR PRODUCT DESIGN
How to Conduct Conjoint Analysis
Strengths and Limitations of Conjoint Analysis
SUMMARY
Chapter 7 The Marketing Mix
PRICING DECISIONS
The Classical Economics Approach
Cost-Oriented Pricing
Demand-Oriented Pricing
Competition-Oriented Pricing
Price Discrimination
Pricing Product Lines
RESOURCE ALLOCATION AND THE MARKETING COMMUNICATIONS AND PROMOTIONS MIX
Advertising and Impersonal Marketing Communication
Advertising Decisions in Practice
Sales Force Decisions
SALES PROMOTIONS: TYPES AND EFFECTS
Objectives of Promotions
Characteristics of Promotions
SUMMARY
Chapter 8 Harvesting Value from Marketing Engineering
THE 10 LESSONS
Marketing Engineering Is Marketing
Marketing Engineering Is a Means to an End
Marketing Engineering Frames the Opportunity Costs Associated with Alternative Actions (or Inaction)
Marketing Models Require Judgment
Marketing Engineering as a Whole Is Greater than the Sum of its Parts
Data and Information Do Not Automatically Result in Value
Modern Software Allows for Rapid Prototyping
Every Model Has its Downside
Marketing Engineering Requires Lifelong Learning
Marketing Engineering Instructors Should Be Coaches Rather than Teachers
A LOOK AHEAD FOR MARKETING ENGINEERING
Online Analytical Processing (OLAP)
Models Offered as Web Services
Intelligent Marketing Systems
Simulations
Groupware for Decision Support
Improved Model Outputs
INSIGHTS FOR BETTER IMPLEMENTATION OF MARKETING ENGINEERING
Be Opportunistic Start Simple; Keep It Simple
Work Backward: Begin with an End in Mind
Score Inexpensive Victories
Develop a Program, Not Just Projects
SUMMARY | 
