Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Compatible with Office 97 by Gary L. Lilien, Arvind Rangaswamy | | 9780321014177 | Hardcover | Barnes & Noble
Marketing Engineering / Edition 1

Marketing Engineering / Edition 1

by Gary L. Lilien, Arvind Rangaswamy
     
 

ISBN-10: 0321014170

ISBN-13: 9780321014177

Pub. Date: 01/28/1998

Publisher: Addison-Wesley

Product Details

ISBN-13:
9780321014177
Publisher:
Addison-Wesley
Publication date:
01/28/1998
Pages:
350
Product dimensions:
8.28(w) x 10.35(h) x 1.50(d)

Table of Contents

Preface
Chapter 1
1(11)
Introduction to Marketing Engineering Software
1(10)
Exercise: "How Many Draft Commercials?"
11(1)
Chapter 2
12(19)
Tutorial: Conglomerate Inc. Promotional Analysis
12(5)
Exercise: Conglomerate Inc. Promotional Analysis
17(2)
Tutorial: Visual Response Modeling (Modeler)
19(10)
Exercise: Conglomerate Inc. Response Model
29(2)
Chapter 3
31(23)
Tutorial: Cluster Analysis
31(9)
Case: Conglomerate Inc.'s New PDA
40(4)
Tutorial: Choice-based Segmentation (ABB)
44(5)
Case: ABB Electric Segmentation
49(5)
Chapter 4
54(13)
Tutorial: Positioning Analysis
54(7)
Case: Positioning the Infiniti G20
61(6)
Chapter 5
67(23)
Tutorial: Multinomial Logit Analysis
67(10)
Tutorial: Neural Net Forecasting
77(9)
Case: Bookbinders Book Club
86(4)
Chapter 6
90(54)
Tutorial: Decision Tree Analysis
90(13)
Case: ICI America's Project Selection
103(4)
Tutorial: PIMS: Strategy Model
107(5)
Tutorial: GE: Portfolio Planning Model
112(6)
Exercise: Portfolio Analysis Exercise
118(3)
Tutorial: Analytic Hierarchy Process
121(12)
Case: Jenny's Gelato
133(5)
Tutorial: Competitive Advertising (Compete)
138(4)
Exercise: Acme Liquid Cleanser
142(2)
Chapter 7
144(79)
Tutorial: Conjoint Analysis
144(18)
Exercise: Forte Hotel Design
162(7)
Tutorial: Generalized Bass Model
169(8)
Case: Zenith High Definition TV
177(7)
Tutorial: ASSESSOR: Pretest Market Model
184(9)
Case: Johnson Wax: Enhance (A)
193(30)
Chapter 8
223(38)
Tutorial: ADBUDG: Advertising Budgeting
223(7)
Case: Blue Mountain Coffee Company
230(9)
Tutorial: ADVISOR: Communications Planning
239(3)
Case: Convection Corporation
242(11)
Tutorial: ADCAD: Ad Copy Design
253
(Case: Johnson Wax: Enhance (A) 193)
Chapter 9
261(63)
Tutorial: Sales Resource Allocation: Generalized Syntex Workbook (SYNGEN)
261(4)
Case: Syntex Laboratories (A)
265(25)
Tutorial: CALLPLAN: Sales Call Planning: Callplan & JFrench
290(4)
Exercise: John French: Sales Call Planning for UBC
294(2)
Tutorial: Geodemographic Site Planning
296(25)
Case: J&J Family Video
321(3)
Chapter 10
324(36)
Tutorial: Learning Curve Pricing (Learner)
324(3)
Exercise: Price Planning for the ABCOR2000
327(2)
Tutorial: Value-in-Use Pricing (VALUE)
329(3)
Exercise: Account Pricing for the ABCOR2000
332(3)
Tutorial: Competitive Bidding (BID)
335(4)
Exercise: Paving I-99: Bidding for Pavement Contracts by Conglomerate Inc.
339(2)
Tutorial: Yield Management for Hotels (YIELD)
341(5)
Exercise: Forte Hotel Yield Management
346(4)
Tutorial: Promotional Spending Analysis (MASSMART)
350(5)
Case: MassMart Inc.
355(5)
Index 360

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