Principles of Marketing Engineering and Analytics, 3rd Edition

Gary L. Lilien · Arvind Rangaswamy · Arnaud De Bruyn

abr. del 2017 · DecisionPro

Sobre aquest llibre

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. ** 

Sobre l'autor

Gary L. Lilien is Distinguished Research Professor of Management Science at Penn State and is also co-founder and Research Director of the Institute for the Study of Business Markets. He is the author or co-author of twelve books as well as over 100 professional articles in marketing engineering, market segmentation, new product modeling and marketing-mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling. He consults for many companies in these areas. Arvind Rangaswamy is the Senior Associate Dean for Research and Faculty, and the Anchel Professor of Marketing at Penn State University.He received a PhD in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J.L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania. Arnaud De Bruyn is Associate Professor of Marketing at ESSEC Business School (Paris, France). His research interests, teaching experience and consulting practice are at the frontier of marketing, operations research and information technologies, particularly in the domains of customer relationship management (CRM), database and direct marketing, and marketing engineering.