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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 textbooks, 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 textbooks, software,
and business cases developed and written by Professors
Gary L. Lilien and Arvind
Rangaswamy. The textbooks, software, and cases are
intended to be used in conjunction with one another
to provide theory (textbook), computer modeling techniques
(software), and context-specific operations decisions
and action (business cases).
Marketing Engineering is available in several formats for easy introduction into the classroom.
- Principles of Marketing Engineering Textbook: This book focuses on the concepts rather than the analytics behind the concepts. For those interested readers, the analytics behind the concepts are available as a download from the Technical Notes portion of the website. Intended Audience: Business School students (undergraduate and graduate) with minimal technical background.
- Marketing Engineering:
Computer-Assisted Marketing Analysis and Planning
Textbook: This textbook is designed to be taught
over a full semester or over a full year and includes the analytics behind the various marketing models. Intended Audience: Graduate-level Business School students with a technical background.
- Marketing Engineering for Excel Software: This Excel Add-in demonstrates the concepts covered in the books. Included business cases allow students to apply Marketing Engineering to real world business situations.
Instructor materials
are also available for registered instructors to assist
in teaching the Marketing Engineering materials. These
teaching materials include Powerpoint presentations,
lecture notes, and case guidelines.
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