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 | | Marketing Engineering/Tutorial Marketing Engineering: Computer-Assisted Marketing Analysis and Planning by Gary L. Lilien, Arvind Rangaswamy ISBN-10: 0321014170 ISBN-10: 0-321-01417-0 ISBN-13: 9780321014177 ISBN-13: 978-0-321-01417-7 Hardcover 1997-08 Addison Wesley Longman Find Lowest Price |
Editorials | ||
Product 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 containing Marketing Engineering Classic v2.4 software and a one-year license for the use of 26 software programs, help files, and tutorials. Requires Microsoft Windows OS and Microsoft Excel. Note: This software is not compatible with Excel 2007. For more information on software, visit www.mktgeng.com for the educational market and www.decisionpro.biz for professional applications. | ||
Reviews | ||
helpful text The content and tutorials of this text are useful. They will familiarize the reader with the types of tools and methods that are used to support marketing decisions. In many cases the inputs of the analysis exercises are given and too subjective to duplicate the results with alternate data. However, the processes help organize your thoughts. I'd recommend this book to anyone looking to develop a general understanding of marketing analytics. I also found the software a bit buggy but usable none the less. | ||
Poorly written I bought this book for an advanced marketing class in my MBA program. The authors explain in detail the elementary topics which are covered in basic marketing class. For e.g. they talk in detail about segmentation, but they fail to explain thoroughly clustering and factor analysis.The tutorial also lacks depth and does not interpret the numbers. | ||
Software Bugs The book is o.k., but the software is full of bugs. | ||
Content Listing I want to know content listing from this book | ||