Principles of marketing engineering / (Record no. 20272)

000 -LEADER
fixed length control field 01903nam a2200313 a 4500
FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 070810s2013 bcca b 001 0 eng c
CATALOGING SOURCE
Original cataloging agency TXA
Transcribing agency TXA
Modifying agency TXA
-- Uk
AUTHENTICATION CODE
Authentication code ukblderived
LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5415.125
Item number .L542 2007
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780985764807
DATE AND TIME OF LATEST TRANSACTION
control field 20170126095928.0
CONTROL NUMBER
control field 52876
CONTROL NUMBER IDENTIFIER
control field UOWD
MAIN ENTRY--PERSONAL NAME
Personal name Lilien, Gary L.,
Dates associated with a name 1946-
TITLE STATEMENT
Title Principles of marketing engineering /
Statement of responsibility, etc Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn.
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc State College (Pa.) :
Name of publisher, distributor, etc DecisionPro, cop. ,
Date of publication, distribution, etc 2013.
EDITION STATEMENT
Edition statement 2nd ed.
PHYSICAL DESCRIPTION
Extent 1 vol. (xv-263 p.) :
Other physical details ill. ;
Dimensions 26 cm.
FORMATTED CONTENTS NOTE
Formatted contents note 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.
BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and indexes.
SUMMARY, ETC.
Summary, etc 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.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
General subdivision Data processing.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
General subdivision Decision making
-- Mathematical models.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
General subdivision Decision making
-- Data processing.
ADDED ENTRY--PERSONAL NAME
Personal name Rangaswamy, Arvind.
ADDED ENTRY--PERSONAL NAME
Personal name De Bruyn, Arnaud.
ADDED ENTRY--CORPORATE NAME
Corporate name or jurisdiction name as entry element Mary Jean and Frank P. Smeal College of Business Administration.
Subordinate unit Institute for the Study of Business Markets.
ADDED ENTRY ELEMENTS (KOHA)
Koha item type REGULAR
Holdings
Lost status Source of classification or shelving scheme Damaged status Not for loan Permanent Location Current Location Shelving location Date acquired Source of acquisition Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        University of Wollongong in Dubai University of Wollongong in Dubai MAIN 2012-12-27 AMAUK 658.802 LI PR T0046742 2017-01-26 24.57 2017-01-26 REGULAR

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