MARC details
| 000 -LEADER |
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| fixed length control field |
01903nam a2200313 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
070810s2013 bcca b 001 0 eng c |
| CATALOGING SOURCE |
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| Original cataloging agency |
TXA |
| Transcribing agency |
TXA |
| Modifying agency |
TXA |
| -- |
Uk |
| AUTHENTICATION CODE |
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| Authentication code |
ukblderived |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.125 |
| Item number |
.L542 2007 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780985764807 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126095928.0 |
| CONTROL NUMBER |
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| control field |
52876 |
| CONTROL NUMBER IDENTIFIER |
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| 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. |
|---|
| Place of publication, distribution, etc. |
State College (Pa.) : |
| Name of publisher, distributor, etc. |
DecisionPro, cop. , |
| Date of publication, distribution, etc. |
2013. |
| EDITION STATEMENT |
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| Edition statement |
2nd ed. |
| PHYSICAL DESCRIPTION |
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| Extent |
1 vol. (xv-263 p.) : |
| Other physical details |
ill. ; |
| Dimensions |
26 cm. |
| FORMATTED CONTENTS NOTE |
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| 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. note |
Includes bibliographical references and indexes. |
| SUMMARY, ETC. |
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| 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 entry element |
Marketing |
| General subdivision |
Data processing. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Decision making |
| -- |
Mathematical models. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name 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 |