Principles of marketing engineering /
By: Lilien, Gary L
Title By: Rangaswamy, Arvind | De Bruyn, Arnaud | Mary Jean and Frank P. Smeal College of Business Administration. Institute for the Study of Business MarketsMaterial type: BookPublisher: State College (Pa.) : DecisionPro, cop. , 2013.Edition: 2nd ed.Description: 1 vol. (xv-263 p.) : ill. ; 26 cm.ISBN: 9780985764807Subject(s): Marketing -- Data processing | Marketing -- Decision making -- Mathematical models | Marketing -- Decision making -- Data processing
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.802 LI PR (Browse shelf)||Available||T0046742|
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.
Includes bibliographical references and indexes.
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.