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
     
 

Product Details

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

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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