Marketing Engineering Computer-Assisted Marketing Analysis and Planning

• Main Authors: Lilien, Gary L. (Author), Rangaswamy, Arvind (Author)
• Format: Unknown
• Published: Victoria Trafford Publishing 2004
• Edition: Revised Second Edition
• Subjects: Marketing > Data processing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxii, 518 pages illustrations 26 cm
• ISBN: 9781412022521; 1412022525

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 collection of leading-edge software models (available separately) 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.