ARCHIVES:
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Tips and Techniques for First Time Instructors
July 12, 2010
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Content:
" Presenter
Assoc. Professor Arnaud De Bruyn
Associate Professor of Marketing at ESSEC Business School
Overview
We are pleased that you have adopted "
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Half Day Pre-Marketing Science Workshop: The Marketing Engineering Solution
May 6, 2010
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Content:
" Half Day
Pre-Marketing Science Workshop:
The
Marketing Engineering Solution
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Webinar - Dec 9 - Marketing Engineering for New Instructors
December 4, 2009
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Content:
" Join Professor Arnaud De Bruyn (Associate Professor, Essec Business School and co-author of Principles of Marketing Engineering) as he explores the Marketing Engineering Solution <"
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Webinar - Oct 14 - Teaching Segmentation using ME>XL
September 18, 2009
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Content:
" Segmentation and Targeting with ME>XL
Part 1: Theory, October 7, 2009 at 11:00am EDT
Part 2: Implementation, October 14,"
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Webinar - Oct 7 - Theory of Segmention
September 18, 2009
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Content:
" Segmentation and Targeting with ME>XL
Part 1: Theory, October 7, 2009 at 11:00am EDT
Part 2: Implementation, October 14,"
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Webinar - Sept 16 - Teaching Portfolio Analysis with the GE/McKinsey Matrix Using ME>XL
September 1, 2009
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Content:
" Webinar - Teaching Portfolio Analysis with the GE/McKinsey Matrix
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Marketing Engineering for Excel v1.5 NOW AVAILABLE
August 7, 2009
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Content:
"The academic version of Marketing Engineering for Excel v1.5 is now available in the downloads area. Improvements in version 1.5 include Latent Class Segmentation and the introduction of a new Bass Mo"
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Webinar - Aug 26 - Marketing Engineering for New Instructors
July 15, 2009
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Content:
" Join Professor Arnaud De Bruyn (Associate Professor, Essec Business School and co-author of Principles of Marketing Engineering) as he explores the Marketing Engineering Solution <"
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Webinar - July 15 - Advanced Tips for Positioning
June 19, 2009
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Content:
" Webinar - The Marketing Engineering Solution
Join us for the Marketing Engineering for Excel"
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Half Day Pre-Marketing Science Workshop: The Marketing Engineering Solution
April 30, 2009
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Content:
" Half Day Pre-Marketing Science Workshop: The Marketing Engineering Solution
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Half Day Pre-EMAC Workshop: The Marketing Engineering Solution
April 30, 2009
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Content:
" Half Day Pre-EMAC Workshop: The Marketing Engineering Solution
Professors "
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Webinar - April 22 - Teaching Conjoint Analysis with ME>XL
March 19, 2009
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Content:
" Webinar - Teaching New Product Design With Conjoint Analysis Model
Join us for the continuing"
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Webinar - April 8 - Marketing Engineering for New Instructors
March 19, 2009
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Content:
" Join Professor Arnaud De Bruyn (Associate Professor, Essec Business School and co-author of Principles of Marketing Engineering) as he explores the Marketing Engineering Solution <"
[More...]
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Webinar - February 10 - Resource Allocation using ME>XL
February 2, 2009
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Content:
" Webinar - Teaching Resource Allocation using Marketing Engineering for Excel (ME>XL)
Join "
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Webinar - March 18 - New Product Forecasting with the Bass Model in ME>XL
February 2, 2009
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Content:
" Webinar - New Product Forecasting with the Webinar - Teaching New Product Forecasting With Bass Model
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Webinar - January 21 - Customer Choice Modeling using ME>XL
January 19, 2009
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Content:
" Webinar - Teaching Customer Choice Modeling using Marketing Engineering for Excel (ME>XL)
Joi"
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Now Available: Marketing Engineering Newsletter - Volume 1 Number 3
December 12, 2008
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Content:
" The third issue of Marketing Engineering Newsletter is now available.
This issue contains:
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Webinar - December 17 - Marketing Engineering for New Instructors
December 12, 2008
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Content:
" Join Professor Arnaud De Bruyn (Associate Professor, Essec Business School and co-author of Principles of Marketing Engineering) as he explores the Marketing Engineering Solution <"
[More...]
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Webinar - Nov 19 - Teaching Positiong and Perceptual Mapping Using ME>XL
November 5, 2008
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Content:
" Webinar - Teaching Positioning and Perceptual Mapping using Marketing Engineering for Excel (ME>XL)
"
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Webinar - Oct 21 - Teaching Segmentation and Targeting Using ME>XL
October 13, 2008
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Content:
" Join us for the Marketing Engineering for Excel Instructors Webinar Series
Teaching Segmentation and Targeting Using ME>XL
"
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Webinar - Sept 23 - Teaching Portfolio Analysis with the GE/McKinsey Matrix Using ME>XL
September 4, 2008
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Content:
" Webinar - Teaching Portfolio Analysis with the GE/McKinsey Matrix
Join us for the continuing "
[More...]
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Webinar - August 13 - Marketing Engineering for New Instructors
July 28, 2008
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Content:
" Join Professor Arnaud De Bruyn (Associate Professor, Essec Business School and co-author of Principles of Marketing Engineering) as he explores the Marketing Engineering Solution <"
[More...]
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In Vancouver to Attend ISMS Conference?
May 27, 2008
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Content:
" If you are attending the annual ISMS Conference in Vancouver in June, consider joining us for:
Free Half Day Workshop: The Marketing Engineering Solution
Professors"
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Segmentation, Targeting, and Positioning for Greater Profit Seminar - April 16-17
March 12, 2008
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Content:
" Segmentation, Targeting and Positioning for Greater Profit with MEXL Seminar
Dr. Gary L. Lilien
Distinguished Research Professor of Management Sci"
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Co-founder Gary Lilien Awarded Highest Honor for a Marketing Educator
February 18, 2008
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Content:
" Lilien Awarded Highest Honor For A Marketing Educator
UNIVERSITY PARK, PA (January 24, 2008) The American Marketing Association (AMA) has named Gary Lilien, Distinguished Research Pro"
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Webinar - March 13 - Measuring Customer Lifetime Value
January 30, 2008
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Content:
" Webinar: Measuring Customer Lifetime Value with Marketing Engineering for Excel (MEXL)
Dr. Arnaud De Bruyn
Assistant Professor of Marketing, ESSEC Business"
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In Austin to Attend AMA Educators' Conference?
January 8, 2008
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Content:
" Half Day Workshop: The Marketing Engineering Solution
Professors Gary L. L"
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Webinar - Nov 14 - New Technology Forecasting with the Bass Model
October 22, 2007
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Content:
" Join Dr. Arvind Rangaswamy for the next segment of the ISBM Decision/Insight Series:
New Technology Forecasting With Bass Model using Marketing Engineering for Excel (ME>XL)
"
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Marketing Models Book Re-Published
October 22, 2007
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Content:
"Marketing Models by Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy has been re-published by DecisionPro, Inc.
Now back in print in response to popular demand, this classic 1992 book "
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Marketing Engineering for Excel Training Session
October 8, 2007
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Content:
" "
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Webinar - Sept 12 - Marketing Resource Allocation
August 28, 2007
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Content:
"Webinar: Marketing Resource Allocation with ReAllocator MEXL
NEW: THE ISBM DECISION/INSIGHT WEBINAR SERIES
Dr. Gary L. Lilien
Distinguished Research Professor of"
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Marketing Engineering for Excel software (Pro) Final Beta NOW AVAILABLE
August 8, 2007
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Content:
"DecisionPro is pleased to announce the release of the Marketing Engineering for Excel (Pro) Final Beta version. This version includes support for Windows Vista and Excel 2007 as well new models. Visit"
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Marketing Engineering for Excel software (Academic) NOW AVAILABLE
August 8, 2007
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Content:
"DecisionPro is pleased to announce the release of the Marketing Engineering for Excel Academic version. Instructors may download this version for evaluation from the More...]
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Webinar - July 18 - Product Design and Customer Segmentation with Conjoint Analysis
July 11, 2007
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Content:
"Join me for a free webinar on July 18 at 11:00 AM EDT to explore Product Design and Customer Segmentation with Conjoint Analysis using Marketing Engineering for Excel (ME>XL).
Dear Coll"
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Marketing Engineering v2.4 software and Vista OS Update
June 7, 2007
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Content:
" Marketing Engineering v2.4 will work under the Vista Operating System with Microsoft Excel 2003. It will not work with Microsoft Excel 2007. You will need to make some changes during the set"
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Webinar - May 15 - B-to-B Segmentation for Greater ROI with Cluster Analysis
April 30, 2007
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Content:
" NEW: THE ISBM DECISION/INSIGHT WEBINAR SERIES
Dr. Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State
ISBM Co-Founder and Research Director
"
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Academic Webinar - April 18 - The Marketing Engineering Solution
April 11, 2007
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Content:
" Marketing students and the Marketing curriculum require a healthy balance between conceptual marketing and marketing analytics, a difficult balance to achieve.
Our Webinar on 18 April at 11a"
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Webinar - March 30 - New Marketing Engineering Offerings
March 28, 2007
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Content:
" Please join Professors Gary Lilien and Arvind Rangaswamy on March 30, 2007 at 11:30AM EDT for a webinar update on new Marketing Engineering offerings for 2007, as summarized below. This webinar is "
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Marketing Engineering Software and Microsoft Vista/Office 2007
March 14, 2007
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Content:
"The current version of Marketing Engineering software (Marketing Engineering Classic v2.4) is not compatible with Microsoft Excel 2007. We do not plan to make Marketing Engineering v2.4 available un"
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Webinar: Segment Targeting and Project Prioritization for Greater Profit
March 6, 2007
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Content:
" Webinar: Segment Targeting and Project Prioritization for Greater Profit
Presenter: Dr. Gary Lilien, Distinguished Research Professor of Management Science Penn State
Date: March 6, 2007<"
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New Book: Principles of Marketing Engineering
March 6, 2007
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Content:
"DecisionPro is pleased to announce that this Spring we are introducing a new textbook, Principles of Marketing Engineering (Lilien, Rangaswamy, De Bruyn). We have designed this book primarily f"
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Marketing Engineering for Excel Software in Beta
March 6, 2007
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Content:
"DecisionPro is pleased to announce the newest version of our popular Marketing Engineering software - Marketing Engineering for Excel. Re-designed as a Microsoft Excel Add-In, users can now readily su"
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Webinar (Nov. 2) - Fact Based Product Positioning with Perceptual Maps
October 30, 2006
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Content:
"In early 2007, DecisionPro will be releasing a new version of our successful Marketing Engineering software. Marketing Engineering for Excel offers a Microsoft Excel based interface and several enhanc"
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Reprint Permissions from Copyright.com
August 14, 2006
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Content:
"DecisionPro, Inc., the makers of Marketing Engineering, has entered into agreement with Copyright Clearance Center (copyright.com) to handle the copyright authorization for all Marketing Engineering r"
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In Chicago to Attend AMA Educators' Conference?
July 6, 2006
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Content:
"CONSIDER ATTENDING THE MARKETING ENGINEERING WORKSHOP FOR INSTRUCTORS.
If you want
to
See Marketing Engineering
in action from i"
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New case release:
January 18, 2006
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Content:
"Case Description: With Dürr,
students evaluate the potential of a new market
entry with one or more offerings. In g"
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Marketing Engineering, Unbundled
January 18, 2006
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Content:
"To provide more flexibility, DecisionPro announces The Module Series, Unbundled! Using our unbundled products, instructors can now better tailor their courses using any desired combination of b"
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Version 2.4 released
August 11, 2005
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Content:
"This release improves our capability in two critical functional
areas:
- Excel input and output and
- Software registration.
Additional changes include other an"
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Software version 2.3 released
August 6, 2004
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Content:
"The Module Series is the latest evolution of our educational
text, case, and software tools. In response to customer
requests, weve made each topic a stand alone resource
for your class. Finall"
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Revised 2nd Edition of Marketing Engineering Textbook Now Available
July 21, 2004
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Content:
"A new release of the full book, Marketing Engineering, is now available globally from a new publisher (Trafford Press) as well as direct from us. Visit the online store for purchase options. The new e"
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Introducing Marketing Engineering: The Module Series
June 21, 2004
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Content:
"Please visit the instructor's section for more information"
[More...]
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Developer's Kit Initiative
June 2, 2004
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Content:
" Note that we actively seek new cases, data sets (and even
software!), in English or another language to include in
the series. If you have interest in including a case and
related data set in"
[More...]
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Software Version 2.2 Released
June 1, 2004
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Content:
" We have resolved most of the issues users had with version
2.1 of the software. Enhancements include:
- Compatibility with Office 2003
- More robust registration procedureMore...]
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News Archives
Segmentation, Targeting, and Positioning for Greater Profit Seminar - April 16-17
March 12, 2008
Segmentation, Targeting and Positioning for Greater Profit with MEXL Seminar
Dr. Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State
ISBM Co-Founder and Research Director
April 16-17, 2008
Philadelphia, Pennsylvania
We all face markets with differing potential returns, finite resources, and stiff competition. This puts a premium on effective market segmentation, targeting, and allocation of resources across segments and positioning offerings within targeted segments.
In this seminar we will outline the core concepts and the essential templates and tools needed to:
- Identify profitable and reachable groups of customers
- Focus precious marketing and sales resources on those that are most profitable, and
- Position offerings to optimize business results
- Provide desktop tools for a "do-it-yourself" solution to many STP challenges.
Objectives
To enable participants to understand the concepts and benefits of value-based market segmentation, and how to better target products and services to selected customers.
To provide participants with the templates and tools to apply those concepts immediately with the Marketing Engineering for Excel toolset.
Who Should Attend
Managers in charge of developing and delivering targeted products or services to business markets, and planners and market researchers who develop, analyze market information, and interpret studies that support those decisions. Particularly valuable for ISBM members who have already attended the ISBM Segmentation Marketing Seminar, (which provides much of the foundation for this program).
Special benefit for teams
The seminar is especially beneficial to company teams facing an STP problem.
Participants are encouraged to bring a segmentation problem (anywhere from conceptual stage to implementation stage) for presentation and syndicate work, putting learned concepts to immediate use with the MEXL tools.
Seminar Content
STPSegmentation, Targeting, Positioning: The Heart of Modern Strategy in Marketing
- How segmentation embodies the marketing concept
- Fundamental marketing principles and their relationships to segmentation: product positioning, distribution, communication, pricing, salesforce strategy
Customer Value Measurements
- How to conceptualize and quantify both functional value (product performance) and supplier/service value in the business marketplace
- Why and how to use customer value assessment as the basis for business market segmentation
Segmentation Research
- Alternative approaches: qualitative and quantitative
- Measurement techniques and their use
- Selection of organizations and respondents
- Interpreting and using results
STP Tools and Analysis for
- Segmenting markets based on customer needs
- Targeting the most attractive set of customers or markets
- Positioning offerings in crowded markets with perceptual maps
MEXL Software: Ready-to-Use Software Tools
- Segmentation and targeting (Cluster analysis) software
- GE portfolio analysis software
- Customer lifetime value software
- Resource allocation software
- Customer choice modeling (logit) software
- Conjoint analysis software
- Applications and implementing segmentation marketing
Format
The two-day seminar meets from 8:30 a.m. to 5:00 p.m. each day. It uses a mix of lectures, discussion, case work, and videotape illustrations. All materials are provided.
Instructor
Gary L. Lilien is distinguished research professor of management science at Penn State and co-founder and research director of the ISBM. He is the author or co-author of twelve books (including Marketing Models with Phil Kotler, Marketing Engineering and Principles of Marketing Engineering, as well as over 100 professional articles. He has received many academic awards and honors, including three honorary doctorates and the 2008 American Marketing Association Educator of the Year Award. He consults for many companies and is a principal of the Marketing Engineering consultancy, DecisionPro (www.decisionpro.biz).
Location
The seminar will be held in the Philadelphia area. Hotel information will be provided after registration.
Fee
ISBM Members: $2,000
Includes instructor pre-work consultation, a full suite of course handout materials. Fee also includes the MEXL software, Principles of Marketing Engineering Guidebook, and on-line access to recorded web tutorials at any time.
Non-Members: $2,500 on a space-available basis. Includes the MEXL software license, book, and access to recorded webinars.
Cancellation Policy
- On or before March 18, 2008 No fee
- Between March 19-April 1, 2008 $100 fee
- After April 1, 2008, full seminar fee charged
- All substitutions after April 1, 2008 will be subject to a $50
administrative fee.
To register: Online
Registration
For more information contact:
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu
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