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Marketing Engineering Revised 2nd Edition Textbook
Marketing Engineering: Computer-Assisted
Marketing Analysis and Planning, Revised Second Edition
Authors: Gary
L. Lilien and Arvind
Rangaswamy
Publisher: Trafford Publishing (2004)
ISBN: 1-4120-2252-5
Pages: 518
Our Marketing Engineering Revised 2nd Edition text provides a complete treatment of both the concepts and the models involved in marketing engineering. Package includes text, software (please note that software is no longer included with this text), and cases, and is designed for the more analytical students and for dedicated courses. This book can be used with our new software (Marketing Engineering for Excel), with some adjustments. Please view our transition guide for more details.
Subject Areas
The Marketing Engineering textbook includes the following
topics:
- Market Response Models
- Segmentation and Targeting
- Positioning Analysis
- Strategic Market Analysis
- Market Demand and Trend Analysis
- Product Life Cycle
- Strategic Marketing Decision Making
- Shared Experience Models: The PIMS Approach
- Product Portfolio Models: The GE/McKinsey Approach
- New Product Decisions
- Conjoint Analysis for Product Design
- Forecasting Sales using the Bass Model
- Pretest Market Forecasting with the Assessor
Model
- Advertising and Communication Decisions
- Salesforce and Channel Decisions
- Reallocator Model
- CALLPLAN Model
- Price and Sales Promotion Decisions
Pricing
Suggested Retail Price: $70.00
In the Classroom
The Marketing Engineering Revised 2nd Edition textbook is designed to be
used over an entire semester. Your university bookstore
may order Marketing
Engineering textbooks or students
may purchase individual copies on online.
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Marketing Engineering 