Marketing Engineering

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Book details

AuthorRangaswamy, Arvind,Lilien, Gary L.
PublisherCreateSpace Independent Publishing Platform
Bindingpaperback
PublishedApril 30, 2004
Edition2
LanguageEnglish
Pages544
ISBN-101412022525
ISBN-139781412022521
Weight2.95 lb
Dimensions
H × W × L		 1.2 in × 8.0 in × 9.8 in

Marketing Engineering

$24.76 $70.32
Availability:
In stock
SKU:
1412022525-3
Condition
Condition notes

Used book in very good condition. Pages and cover are intact, with minor wear. Limited notes or highlighting are possible. CDs and access codes may be missing.

About this book

Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This textbook, combined with a comprehensive collection of 26 leading-edge software models provides the student with the know-how and tools to collect the right information and perform analysis to...

Read the full description
Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This textbook, combined with a comprehensive collection of 26 leading-edge software models provides the student with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions.
Our purpose in writing this book is to help educate and train a new generation of marketing managers. We aim to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory.
I am very excited about this book. Finally marketing can exhibit its scientific muscle and move from opinions-based decision making to data-based decision making. I think this is a very important book that will spawn a new discipline within marketing.
Philip Kotler, Northwestern University
This package includes a CD and a one-year license for the use of 26 software programs, help files, and tutorials. For more information, visit mktgeng. com for the educational market and decisionpro. biz for professional applications.
Browse related categories
Product type:
Book
Publisher
CreateSpace Independent Publishing Platform
Collections:
All Books, Best Sellers, Business & Money, Computers & Technology, Education & Teaching, Education Theory, Marketing, Marketing & Sales, On Sale, Schools & Teaching
Tags:
Computers & Technology, Education Theory, General, Marketing
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