Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Compatible with Office 97

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Compatible with Office 97

by Gary L. Lilien, Arvind Rangaswamy
     
 

Product Details

ISBN-13:
9780321030504
Publisher:
Addison-Wesley
Publication date:
01/06/1998
Edition description:
Revised Edition
Pages:
400
Product dimensions:
8.14(w) x 10.23(h) x 1.45(d)

Meet the Author

Table of Contents

I. THE BASICS.

1. Introduction.
2. Tools For Marketing Engineering.

II. DEVELOPING MARKETING STRATEGIES.

3. Segmentation and Targeting.
4. Positioning.
5. Marketing Strategy I: Defining and Measuring Markets.
6. Marketing Strategy II: Strategy Models.

III. DEVELOPING MARKETING PROGRAMS.

7. Product Decisions.
8. Advertising and Communications Decisions.
9. Sales Force and Channel Decisions.
10. Price and Promotion.
11. Information Age Marketing: The Future.

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