Lilien, Gary L., 1946-

Principles of marketing engineering / Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn. - 2nd ed. - State College (Pa.) : DecisionPro, cop. , 2013. - 1 vol. (xv-263 p.) : ill. ; 26 cm.

Includes bibliographical references and indexes.

P. 1. Chapter 1, The marketing engineering approach. Chapter 2, Customer value assessment and valuing customers. Chapter 3, Segmentation and targeting. Chapter 4, Positioning. Chapter 5, Forecasting. Chapter 6, New product and service design. Chapter 7, The marketing mix. Chapter 8, Harvesting value from marketing engineering.

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.


Marketing--Data processing.
Marketing--Decision making--Mathematical models.
Marketing--Decision making--Data processing.

HF5415.125 / .L542 2007

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