000 | 01903nam a2200313 a 4500 | ||
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008 | 070810s2013 bcca b 001 0 eng c | ||
040 |
_aTXA _cTXA _dTXA _dUk |
||
042 | _aukblderived | ||
050 | 4 |
_aHF5415.125 _b.L542 2007 |
|
100 | 1 |
_aLilien, Gary L., _d1946- |
|
245 | 1 | 0 |
_aPrinciples of marketing engineering / _cGary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn. |
260 |
_aState College (Pa.) : _bDecisionPro, cop. , _c2013. |
||
300 |
_a1 vol. (xv-263 p.) : _bill. ; _c26 cm. |
||
505 | 0 | _aP. 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. | |
504 | _aIncludes bibliographical references and indexes. | ||
650 | 0 |
_aMarketing _xData processing. |
|
650 | 0 |
_aMarketing _xDecision making _xMathematical models. |
|
650 | 0 |
_aMarketing _xDecision making _xData processing. |
|
700 | 1 | _aRangaswamy, Arvind. | |
700 | 1 | _aDe Bruyn, Arnaud. | |
710 | 2 |
_aMary Jean and Frank P. Smeal College of Business Administration. _bInstitute for the Study of Business Markets. |
|
250 | _a2nd ed. | ||
520 | _aThe 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. | ||
020 | _a9780985764807 | ||
005 | 20170126095928.0 | ||
001 | 52876 | ||
003 | UOWD | ||
942 | _cREGULAR | ||
999 |
_c20272 _d20272 |