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Marketing Engineering: Computer-Assisted Marketing Analysis and Planning / Edition 1
     

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning / Edition 1

by Gary L. Lilien, Arvind Rangaswamy
 

ISBN-10: 032100194X

ISBN-13: 9780321001948

Pub. Date: 02/28/1998

Publisher: Addison-Wesley

Product Details

ISBN-13:
9780321001948
Publisher:
Addison-Wesley
Publication date:
02/28/1998
Edition description:
Older Edition
Pages:
350

Table of Contents

Preface xiii
PART I The Basics 1(54)
Introduction
1(26)
Marketing Engineering: From Mental Models to Decision Models
1(5)
Marketing and marketing management
1(1)
Marketing engineering
2(3)
Why marketing engineering?
5(1)
Marketing Decision Models
6(7)
Definition
6(1)
Characteristics of decision models
7(1)
Verbal, graphical, and mathematical models
8(3)
Descriptive and normative decision models
11(2)
Benefits of Using Decision Models
13(6)
Philosophy and Structure of the Book
19(4)
Philosophy
19(1)
Objectives and structure of the book
20(2)
Design criteria for the software
22(1)
A Tour of the Software
23(3)
Summary
26(1)
Tools for Marketing Engineering: Market Response Models
27(28)
Why Response Models?
27(2)
Types of Response Models
29(2)
Some Simple Market Response Models
31(4)
Calibration
35(2)
Objectives
37(3)
Multiple Marketing-Mix Elements: Interactions
40(1)
Dynamic Effects
40(2)
Market-Share Models and Competitive Effects
42(2)
Response at the Individual Customer Level
44(3)
Shared Experience and Qualitative Models
47(2)
Choosing and Evaluating a Marketing Response Model
49(1)
Summary
50(1)
Appendix: About Excel's Solver
50(5)
PART II Developing Market Strategies 55(123)
Segmentation and Targeting
55(40)
The Segmentation Process
55(12)
Defining segmentation
55(1)
Segmentation theory and practice
56(2)
The STP approach
58(2)
Segmenting markets (Phase 1)
60(2)
Describing market segments (Phase 2)
62(1)
Evaluating segment attractiveness (Phase 3)
63(1)
Selecting target segments (Phase 4)
64(3)
Defining a Market
67(3)
Segmentation Research: Designing and Collecting Data
70(6)
Developing the measurement instrument
71(1)
Selecting the sample
71(1)
Selecting and aggregating respondents
72(4)
Segmentation Methods
76(12)
Using factor analysis to reduce the data
76(1)
Forming segments by cluster analysis: Measures of association
76(4)
Clustering methods
80(5)
Interpreting segmentation study results
85(3)
Behavior-Based Segmentation: Cross-Classification, Regression, and Choice Models
88(5)
Cross-classification analysis
88(1)
Regression analysis
88(2)
Choice-based segmentation
90(3)
Summary
93(2)
Positioning
95(30)
Differentiation and Positioning
95(4)
Definition
95(1)
Positioning using perceptual maps
96(3)
Applications of Perceptual Maps
99(5)
Perceptual Mapping Techniques
104(12)
Attribute-based methods
105(8)
Similarity-based methods for perceptual mapping
113(3)
Joint-Space Maps
116(5)
Overview
116(1)
Simple joint-space maps
116(2)
External analysis using PREFMAP3
118(3)
Incorporating Price in Perceptual Maps
121(1)
Summary
122(2)
Appendix: Factor Analysis for Preprocessing Segmentation Data
124(1)
Strategic Market Analysis: Conceptual Framework and Tools
125(29)
Strategic Marketing Decision Making
125(4)
Market Demand and Trend Analysis
129(16)
Judgmental methods
130(1)
Market and product analysis
131(1)
Time-series methods
132(5)
Causal methods
137(6)
What method to choose?
143(2)
The Product Life Cycle
145(4)
Cost Dynamics: Scale and Experience Effects
149(4)
Summary
153(1)
Models for Strategic Marketing Decision Making
154(24)
Market Entry and Exit Decisions
154(9)
Shared Experience Models: The PIMS Approach
163(3)
Product Portfolio Models
166(8)
The Boston Consulting Group (BCG) approach
166(2)
The GE/McKinsey approach
168(2)
Financial models
170(1)
Analytic Hierarchy Process
170(4)
Competition
174(3)
Summary
177(1)
PART III Developing Marketing Programs 178(131)
New Product Decisions
178(34)
Introduction
178(3)
New Product Decision Models
181(3)
Models for identifying opportunities
181(2)
Models for product design
183(1)
Models for new product forecasting and testing
183(1)
Conjoint Analysis for Product Design
184(11)
Introduction
184(3)
Conjoint analysis procedure
187(7)
Contexts best suited for conjoint analysis
194(1)
Forecasting the Sales of New Products
195(9)
Overview of the Bass model
195(1)
Technical description of the Bass model
196(6)
Extensions of the basic Bass model
202(2)
Pretest Market Forecasting
204(7)
Overview of the ASSESSOR model
204(2)
The preference model
206(2)
Trial-repeat model
208(2)
The validity and value of the ASSESSOR model
210(1)
Summary
211(1)
Advertising and Communications Decisions
212(34)
The Bewildering Nature of Advertising
213(1)
Advertising Effects: Response, Media, and Copy
214(6)
Advertising response phenomena
214(4)
Frequency phenomena
218(1)
Copy effects
219(1)
Advertising Budget Decisions
220(9)
Media Decisions
229(5)
Advertising Copy Development and Decisions
234(11)
Copy effectiveness
234(3)
Estimating the creative quality of ads
237(1)
Advertising design
238(7)
Summary
245(1)
Salesforce and Channel Decisions
246(28)
Introduction to Salesforce Models
246(3)
Sales-response models for representing effects of sales activities
246(2)
Salesforce management decisions
248(1)
Salesforce Sizing and Allocation
249(6)
Intuitive methods
249(2)
Market-response methods (the Syntex model)
251(4)
Sales Territory Design
255(4)
The GEOLINE model for territory design
256(3)
Salesforce Compensation
259(3)
Using conjoint analysis to design a bonus plan (the MSZ) model
260(2)
Improving the Efficiency and Effectiveness of Sales Calls
262(5)
The CALLPLAN model
262(5)
Marketing Channel Decisions
267(6)
The gravity model
268(5)
Summary
273(1)
Price and Sales Promotion Decisions
274(35)
Pricing Decisions: The Classical Economics Approach
274(4)
Pricing in Practice: Orientation to Cost, Demand, or Competition
278(6)
Cost-oriented pricing
278(1)
Demand-oriented pricing
279(3)
Competition-oriented pricing
282(2)
Interactive Pricing: Reference Prices and Price Negotiations
284(2)
Price Discrimination
286(8)
Understanding price discrimination
286(2)
Geographic price discrimination
288(1)
Temporal price discrimination
289(3)
Nonlinear pricing or quantity discounts
292(1)
Other forms of price discrimination
293(1)
Pricing Product Lines
294(1)
Sales Promotions: Types and Effects
295(5)
Objectives of promotions
296(1)
Characteristics of promotions
297(3)
Aggregate Models to Analyze Promotional Effects
300(4)
Analyzing Individuals' Responses to Promotions
304(3)
Summary
307(2)
PART IV Conclusions 309(14)
Marketing Engineering: A Look Back and a Look Ahead
309(14)
Marketing Engineering: A Look Back
309(3)
Using Marketing Engineering Within Firms
312(1)
Marketing Engineering: A Look Forward
313(10)
Postscript
321(2)
References 323(16)
Index 339(8)
Name Index 347

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