* * The 3rd Edition of this book is now available. Please confirm which version you need. * *
Authors: Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn
Paperback: 286 pages
Publisher: DecisionPro, Inc. (July 2012)
Also available in select countries in ebook format from Google Books.
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.
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.
The Principles of Marketing Engineering book includes the following topics:
- Market Response Models
- Customer Value Assessment and Valuing Customers
- Segmentation and Targeting
- Positioning Analysis
- New Product and Service Design
- The Marketing Mix