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, Bookbinder's Book Club featuring Regression and Multinominal Logit Analysis for Targeting, Positioning the Infiniti G20 featuring Product Positioning Using Perceptual Mapping, Forte Hotel Design Case featuring Product Design Using Conjoint Analysis, ICI Americas R&amp;D Project Selection Case featuring Making Decisions Under Uncertainty Using Decision Trees (TreeAge), J&amp;J Family Video featuring Retail Site Location Using Geodemographic Data and Models (ScanUs) and MassMart Inc. featuring Promotional Analysis Using Scanner Panel Data and Multinomial Logit Analysis. For Marketing Research professionals.

Marketing Research: Marketing Engineering Applications, Second Edition

Business & Money

Lilien, Gary L.

Rangaswamy, Arvind

Marketing & Sales

PRENTICE/HALL

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, Second Edition

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, Product Planning Using the GE/McKinsey Approach at Addition Wesley Longman featuring Targeting/Business Prioritization Using GE/McKinsey Approach, Positioning the Infiniti G20 featuring Product Positioning Using Perceptual Mapping, Forte Hotel Design Case featuring Product Design Using Conjoint Analysis, Johnson Wax: Enhance (A) Case featuring New Product Assessment and Forecasting Using the ASSESSOR Model. For New Product Marketing professionals.

New Product and Brand Management: Marketing Engineering Applications

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning

Management & Leadership

Addison-Wesley

Turning conceptual marketers into marketing engineers. June 2004 update: This title is now available solely through the authors. Students may purchase it online at http://www.trafford.com/4dcgi/view-item?item=5338 Please make a note of this change since Prentice Hall will not be reprinting this title or able to offer it once our current inventory is depleted. Marketing professionals today are surrounded by information technology, which they need to exploit to succeed in their markets. This is a major change from the days when conceptual skills alone might have been sufficient to be a successful marketer. Today's marketers need to go beyond conceptual marketing and embrace marketing engineering, using data, information technologies, and computer decision models to make marketing decisions. In the new edition of this text, the authors integrate concepts, analytic marketing techniques, and a software toolkit to train the new generation of marketers to become successful marketing engineers.

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning (2nd Edition)

Pearson College Div

Recent scientific and database developments have provided tools and models for improving the effectiveness of the marketing decisions. Marketing Models authored by a team of distinguished faculty that includes Philip Kotler examines the more promising scientific and database developments that assist managers in arriving at cost-effective marketing strategies and budgets. It describes some of the important developments in marketing theory which help analyses marketing issues more effectively. Key Features: Self-contained text with all the necessary analysis tools provided. Considers all marketing issues such as, product, pricing, advertising, sales force and distribution. Most chapters start with a review of the basic concepts and theory in the area, followed by in-depth analyses of a small umber of models. Incorporates recent research findings in all aspects of marketing. Table Of Contents: Preface. Theory and Models in Marketing. Consumer Behavior. Organizational Buying Models. Price. Product. Advertising. Promotion. Sales Force. Distribution. New Product Planning. Strategy. Decision Support and Implementation. Appendices. Bibliography. Author Index. Subject Index.

Marketing Models

Kotler,Philip

Moorthy, K. Sridhar

This text aims to educate and train marketing engineers to translate concepts into context-specific operational approaches using analytical, quantitative and computer modelling techniques.

Tutorial Marketing Engineering

Addison-Wesley Publishing Company

Lilien, Gary L., Lilien, Rangaswamy, Arvind

Designed to supplement either a basic marketing course or a course in marketing strategy. System requirements: IBM-compatible PCs running a 486 processor (33MHz), 16MB RAM, 15MB hard disk minimum, compatible with Windows 95 &amp; Windows NT. Some parts require Microsoft Excel 7.0 or higher. CD-ROM included.

Marketing Management and Strategy: Marketing Engineering Applications

Designed to supplement a course in New Product or Brand Management. Includes selections from the text, Marketing Engineering. Represents an evolution of the author's vision to put marketing modeling concepts &amp; tools into more general use. Paper. CD-ROM included.

See the best price to sell, buy, or rent books by Lilien, Gary L.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Lilien, Gary L.

See the best price to sell, buy, or rent books by Lilien, Gary L.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing Research: Marketing Engineering Applications, Second Edition

Marketing Management and Strategy: Marketing Engineering Applications, Second Edition

New Product and Brand Management: Marketing Engineering Applications

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning (2nd Edition)

Marketing Models

Tutorial Marketing Engineering

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning

Marketing Management and Strategy: Marketing Engineering Applications

New Product and Brand Management: Marketing Engineering Applications