Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringthe use of interactive computer decision models to help support marketing decisions. Hands-on, computer-based exercises and cases bring conceptual marketing alive while introducing the software. All of the software is independent of the cases presented and can be used separately on other case-problems or on real problems. Cases and software include Conglomerate's New PDA, featuring Needs-based Segmentation Using Cluster Analysis, ABB Electric Segmentation featuring Choice-based Segmentation Using Multinomial Logit Analysis, Product Planning Using the GE/McKinsey Approach at Addison Wesley Longman featuring Targeting/Business Prioritization Using GE/McKinsey Approach, Positioning the Infiniti featuring Product Positioning Using Perceptual Mapping, Syntex Laboratories A featuring Resource Allocation Using Response Models (ReAllocator), ADCAD Ad Copy Design Exercise featuring Advertising Copy Development Using an Expert System (ADCAD). For marketing strategy professionals.

Marketing Management and Strategy: Marketing Engineering Applications

Business & Money

Gary L. Lilien

Marketing & Sales

PRENTICE/HALL

New product and brand management: Marketing engineering applications

Addison-Wesley

Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This textbook, combined with a collection of leading-edge software models (available separately) provides the student with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions. Our purpose in writing this book is to help educate and train a new generation of marketing managers. We aim to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory. A Note from the Author: Dear Marketing Engineering Revised Edition 2 User: The several editions of Marketing Engineering that we have published since 1998 have been aimed at a fairly narrow, somewhat technical audience interested in bringing more scientific rigor to the marketing discipline. Versions of that book were adopted by more than 150 business schools on five continents. In 2007 we published Principles of Marketing Engineering to reach a broader, less technical audience. A key complement of that book, in response to user feedback, was Marketing Engineering for Excel (ME&gt;XL), i.e., our Marketing Engineering software as an Excel Add-in. The response to that effort has been extremely positive and we have abandoned the original Marketing Engineering software platform, the one that produced the software complement to previous editions of this book. Hence, as the note on the cover indicates, software is not included with the book. More importantly, when we reference software in the book, those references refer to a version of the software that is no longer available. Gary Lilien "I am very excited about this book. Finally marketing can exhibit its scientific muscle and move from opinions-based decision making to data-based decision making. I think this is a very important book that will spawn a new discipline within marketing." Philip Kotler, Northwestern University

Marketing Engineering, Revised Second Edition

Arvind Rangaswamy

CreateSpace Independent Publishing Platform

Marketing engineering blends the scientific rigor of marketing analytics with the craft of traditional marketing to create the 21st Century tools for marketing decision making

Principles of Marketing Engineering

Arnaud De Bruyn

Management & Leadership

Trafford on Demand Pub

Handbook of Business-to-Business Marketing (Research Handbooks in Business and Management series)

This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations - from businesses to government agencies to not-for-profit organizations - and the many individuals within them.
Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn State s Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry.
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Contributors: M. Ahearne, S. Albers, K.D. Antia, R. Banerjee, R. Baxter, J.T. Beck, M. Bergen, T. Bornemann, D. Bowman, K. Bradford, S.P. Brown, F. Cespedes, J.D. Chandler, R.K. Chandy, R.G. Cooper, A.T. Coughlan, G.E. Cressman Jr, S. Dutta, L. Fahey, S. Ganesan, M. Ghosh, S. Gopalakrishna, A. Griffin, E. Haruvy, H. Ho, C. Homburg, S. Jap, G. John, W.J. Johnston, K. Joseph, K.L. Keller, P. Kotler, V. Kumar, S.K. Lam, S.E. Lorimer, R.F. Lusch, M.K. Mantrala, D. Marinova, J.J. Mohr, N.A. Morgan, R. Oliva, R.W. Palmatier, J.C. Prabhu, S. Ray, W. Reinartz, A. Rindfleisch, L.K. Scheer, D.E. Schultz, S. Sengupta, V. Shankar, J. Singh, P. Sinha, S. Slater, R.J. Slotegraaf, R.E. Spekman, R. Srinivasan, G.J. Tellis, R.J. Thomas, C. Van den Bulte, R. Varadarajan, S.L. Vargo, R. Venkatesan, B.A. Weitz, A.G. Woodside, S. Wuyts, A.A. Zoltners

Rajdeep Grewal

Edward Elgar Publishing

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