Principles of Marketing Engineering (Softcover)

Authors: Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn
Paperback: 210 pages
Publisher: Trafford Publishing (May 2007)
Binding: Softcover
ISBN-10: 1425113141
ISBN-13: 9781425113148

Product Description
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, cases and exercises. That material, in concert with the descriptions here will both inform and help marketing engineers translate concepts into context-specific operational decisions and actions.

Subject Areas
The Principles of Marketing Engineering book includes the following topics:

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