Principles Of Marketing Engineering 2nd Edition
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Principles Of Marketing Engineering And Analytics 3rd Edition
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Author : Gary L. Lilien
language : en
Publisher: DecisionPro
Release Date : 2017-04-17
Principles Of Marketing Engineering And Analytics 3rd Edition written by Gary L. Lilien and has been published by DecisionPro this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-17 with Business & Economics categories.
We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. ** The latest edition includes up-to-date examples and references as well as a new chapter on the digital online revolution in marketing and its implications for online advertising. In addition, the edition now incorporates some basic financial concepts (ROI, Breakeven Analysis, and Opportunity Cost) and other tools essential to the new domain of marketing analytics. **
Principles Of Marketing Engineering
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Author : Gary L. Lilien
language : en
Publisher:
Release Date : 2013
Principles Of Marketing Engineering written by Gary L. Lilien and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Marketing categories.
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering--putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems) [4e p. de couv.].
Principles Of Marketing Engineering 2nd Edition
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Author : Gary L. Lilien
language : en
Publisher: DecisionPro
Release Date : 2013
Principles Of Marketing Engineering 2nd Edition written by Gary L. Lilien and has been published by DecisionPro this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.
Marketing Engineering 2nd Edition
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Author : Gary L. Lilien
language : en
Publisher:
Release Date : 2004-02-01
Marketing Engineering 2nd Edition written by Gary L. Lilien and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-02-01 with categories.
Principles Of Marketing Engineering And Analytics
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Author : Gary L. Lilien
language : en
Publisher: Decisionpro, Incorporated
Release Date : 2017-03-15
Principles Of Marketing Engineering And Analytics written by Gary L. Lilien and has been published by Decisionpro, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-15 with categories.
The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering- putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). We offer an accessible overview of the most widely used marketing engineering and analytics concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with marketing engineering and analytics. The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the software tools, cases and exercises available at www.DecisionPro.biz. That material, in concert with the descriptions here will both inform the reader and translate the concepts here into context-specific decisions and actions.
Marketing Engineering
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Author : Gary L. Lilien
language : en
Publisher: DecisionPro
Release Date : 2004
Marketing Engineering written by Gary L. Lilien and has been published by DecisionPro this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.
Marketing Research
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Author : Gary L. Lilien
language : en
Publisher: Prentice Hall
Release Date : 1999
Marketing Research written by Gary L. Lilien and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Marketing categories.
Marketing Analytics A Practitioner S Guide To Marketing Analytics And Research Methods
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Author : Ashok Charan
language : en
Publisher: World Scientific Publishing Company
Release Date : 2015-05-20
Marketing Analytics A Practitioner S Guide To Marketing Analytics And Research Methods written by Ashok Charan and has been published by World Scientific Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-20 with Business & Economics categories.
The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.
Marketing Analytics Practitioner S Guide The Volume 1 Brand And Consumer
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Author : Ashok Charan
language : en
Publisher: World Scientific
Release Date : 2023-09-13
Marketing Analytics Practitioner S Guide The Volume 1 Brand And Consumer written by Ashok Charan and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-13 with Business & Economics categories.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today's data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.
Marketing Engineering
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Author : Lilien
language : en
Publisher:
Release Date : 2001-01
Marketing Engineering written by Lilien and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-01 with categories.