Marketing Engineering: Computer-Assisted Marketing Analysis and Planning / Edition 2

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning / Edition 2

3.0 1
by Gary L. Lilien, Arvind Rangaswamy
     
 

ISBN-10: 0130355496

ISBN-13: 9780130355492

Pub. Date: 01/08/2002

Publisher: Prentice Hall

Product Details

ISBN-13:
9780130355492
Publisher:
Prentice Hall
Publication date:
01/08/2002
Edition description:
Older Edition
Pages:
518
Product dimensions:
8.30(w) x 10.40(h) x 1.10(d)

Table of Contents

I. THE BASICS.

1. Introduction.
2. Tools for Marketing Engineering: Market Response Models.

II. DEVELOPING MARKET STRATEGIES.

3. Segmentation and Targeting.
4. Positioning.
5. Strategic Market Analysis: Conceptual Framework and Tools.
6. Models for Strategic Marketing Decision Making.

III. DEVELOPING MARKETING PROGRAMS.

7. New Product Decisions.
8. Advertising and Communication Decisions.
9. Salesforce and Channel Decisions.
10. Price and Sales Promotion Decisions.

IV. CONCLUSIONS.

11. Marketing Engineering: A Look Back and a Look Ahead.

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Marketing Engineering: Computer-Assisted Marketing Analysis and Planning 3 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
I'm using the book for a marketing class, and it is useful for that. However, this version of the software requires a broadband connection to even run the software. It takes several minutes to even start the program (the executable file is on a mapped drive on the web), and I'm even on a very fast university LAN during class. The older version did not have this limitation.