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Principles of marketing engineering / Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn.

By: Contributor(s): Material type: TextTextPublication details: State College (Pa.) : DecisionPro, cop. , 2013.Edition: 2nd edDescription: 1 vol. (xv-263 p.) : ill. ; 26 cmISBN:
  • 9780985764807
Subject(s): LOC classification:
  • HF5415.125 .L542 2007
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.802 LI PR (Browse shelf(Opens below)) Available T0046742
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658.802 LI DA Data mining techniques, third edition : 658.802 LI MA Marketing plans : 658.802 LI MA Marketing plans : 658.802 LI PR Principles of marketing engineering / 658.802 LU MA The marketing plan : 658.802 LU MA The marketing plan : 658.802 MA RK Marketing management :

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.

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