* * The 3rd Edition of this book is now available. * *

Authors: Arvind Rangaswamy, Arvind Rangaswamy, and Arnaud De Bruyn
Publisher: DecisionPro, Inc. (2012)
ISBN-10: 0985764805
ISBN-13: 978-0985764807

The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems).

We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.

We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.

The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the Microsoft Excel-based software tools. That material, in concert with the descriptions here will both inform and help marketing engineers translate concepts into context-specific operational decisions and actions.

Technical Notes: The Technical Notes are designed as an additional reference to the Principles of Marketing Engineering. The Notes provide the analytical background behind the theories discussed in the text. These notes are available for free download on the website.

Subject Areas

• Market Response Models
• Customer Value Assessment and Valuing Customers
• Segmentation and Targeting
• Positioning Analysis
• Forecasting
• New Product and Service Design
• The Marketing Mix

Authors: Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy
Publisher: Trafford Publishing (2007*)
ISBN-10: 1425112919
ISBN-13: 9781425112919

Now back in print in response to popular demand, this classic 1992 book is THE marketing models reference for work in the field up to its publication date. The book takes a marketing strategy/decision making orientation toward marketing modeling. The book is organized as follows:

Chapters 1-3 provide the background and behavioral foundations of marketing modeling, focusing on models of the actors (individuals and organizations) who operate in markets.

Chapters 4-9 address models of the elements of the marketing mix - price, product, advertising, promotion, sales force, and distribution.

Chapters 10-11 deal with new product and marketing strategy models.

Chapter 12 deals with uses and implementation issues associated with marketing models.

The book includes five extensive and very useful appendices that deal with the mathematics of marketing models, methods for assessing and specifying objectives, the types of mathematical forms useful in building mathematical models, model estimation methods and some elements of game theory.

This is a comprehensive book and it is accessible to anyone with some undergraduate mathematical and statistical training.

* This book is a re-publication of the original book published by Prentice-Hall (c) 1992 (ISBN: 013545641X).