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

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

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

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

Addison-Wesley

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.

Presents marketing research software to be used in conjunction with materials used in a course in Marketing Research. Includes selections from the book, Marketing Engineering. Paper. CD-ROM included.

Marketing Research: Marketing Engineering Applications

Pearson

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). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however <ul>
<li>Updated the examples and references.</li> <li>Added new content on customer lifetime value and customer valuation methods.</li> <li>Added several new pricing models.</li> <li>Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering.</li> <li>Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.</li> </ul>

Principles of Marketing Engineering 2nd Edition

De Bruyn, Arnaud

DecisionPro, Inc.

The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering— putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). 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). We offer an accessible overview of the most widely used marketing engineering and analytics concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with marketing engineering and analytics. The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the software tools, cases and exercises available at www.DecisionPro.biz. That material, in concert with the descriptions here will both inform the reader and translate the concepts here into context-specific decisions and actions.

Principles of Marketing Engineering and Analytics

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

Books by Rangaswamy, Arvind

See the best price to sell, buy, or rent books by Rangaswamy, Arvind. 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 (2nd Edition)

Tutorial Marketing Engineering

Marketing Management and Strategy: Marketing Engineering Applications

New Product and Brand Management: Marketing Engineering Applications

Marketing Research: Marketing Engineering Applications

Principles of Marketing Engineering 2nd Edition

Principles of Marketing Engineering and Analytics