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Background
Introduction
Welcome to Marketing Engineering. 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.
These books, combined with a comprehensive collection
of 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.
The purpose in writing these books is to help educate
and train a new generation of marketing managers. Our
goal is 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.
Marketing Engineering is combination of textbook,
software, and business
cases developed and written by Professors Gary
L. Lilien and Arvind Rangaswamy.
The textbook, software, and cases may be used independently or in conjunction with one another to provide theory
(textbook), computer modeling techniques (software),
and context-specific operations decisions and action
(business cases).
Please feel free to Contact Us if you have any questions about the Marketing Engineering concept or any of our products.
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Background