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Testimonials
Introduction
Marketing Engineering is currently being taught in
over 60 universities around the world. Below is a sample
of what others are saying about Marketing Engineering.
"I think you've put together a great product
for teaching marketing. My students really feel like
they're learning a lot from the software and applications
in the New Products module of Marketing Engineering.
I'll definitely be using it again when I teach two sections
of the course next year.... Based on my interactions
with students over the years, I know that there is a
big need for user-friendly software that enables firms
to apply all of these models."
Peter Golder, New York University
*********
"I have been working with a $40M business
unit of a large information technology firm. I have
applied the Marketing Engineering sales resource allocation
model with their sales management team with much success.
We had two important questions that the model helped
answer. How big is the market from the sales perspective?
How much is the sales group under resourced? The model
revealed that the market is approximately $100 million
and that to achieve that result an increase in sales
effort of 50% is needed.
By the way the CEO was tickled to see that profits
increased threefold under this scenario."
Tim Matanovich, Principal, Market Leaders Group,
LLC
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"Today, most companies understand marketing's
basic concepts and therefore gain no competitive advantage.
This very important book now promises to give a competitive
edge to those companies that move from conceptual marketing
to marketing engineering.”
Philip Kotler, Northwestern University
*********
“We used the Marketing Engineering perceptual
maps for one of our competitive local exchange carrier
businesses in the telecommunications end. And, when
we did the perceptual map, we realized where our “white
space” was, and we re-did our whole branding campaign
to address that white space. And, we did some focus
groups to test out the new campaign and they tested
very well compared to the old one. And, after the focus
groups, we went out and did the campaign.
We just got the results back and our brand awareness
was raised by 46%. And, when we re-did the perceptual
maps after our brand awareness study, we saw that the
exact space that we wanted to enter into is where we
went. So, we are thrilled and we wouldn’t have
known this if we didn’t have the Marketing Engineering
perceptual mapping system, the joint space map.”
Ellen Lutz, Director of Marketing Unregulated
Business, Exelon.
*********
"Lilien and Rangaswamy have developed a wonderful
pedagogical text and software package that provide students
with the opportunity to get hands-on experience with
a variety of quantitative tools. By running all their
tools through an Excel interface, the authors have made
their materials extremely user friendly. Their product
has both enriched the content and facilitated the delivery
of my classes."
Joel Steckel, New York University
*********
"Lilien and Rangaswamy relish marketing students
with dirty fingernails, soiled by hands-on application
of modern marketing methods. Their book and software
open up a marketing toolkit so that students can learn
information-based marketing the old-fashioned way: by
building practical models."
James D. Hess, University of Illinois at Urbana-Champaign
*********
"Marketing Engineering is a highly innovative
book that brings science to the managerial intuition
of marketing decision-making. The user-friendly and
non-intimidating software tools and cases allow the
user to focus on the decision-making process and its
outcomes without having to deal directly with complex
mathematical models. This book indeed leads the practice
of marketing science to the 21st century."
Vijay Mahajan, University of Texas at Austin
*********
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