Principles of Marketing Engineering - Couverture rigide

Lilen, Gary L.; Rangaswamy, Arvind; De Bruyn, Arnaud

Couverture rigide

ISBN 10 : 1425135862 ISBN 13 : 9781425135867

Editeur : Trafford Publishing, 2007

Synopsis

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

A propos du livre

Présentation de l'éditeur

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.

Détails de l'édition

• Éditeur: Trafford Publishing
• Date d'édition: 2007
• Langue: anglais
• ISBN 10: 1425135862
• ISBN 13: 9781425135867
• Reliure: Relié
• Nombre de pages: 232
• Coordonnées du fabricant: non disponible
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