Books

Overview

With our suite of products, you can go directly from theory to practice without a long lead time. Some of the most beneficial marketing models have traditionally only been used by a very small community of researchers and consultants. Now these powerful tools are available to most marketers, even those without a strong background in mathematics or statistics.

Principles of Marketing Engineering

Authors: Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn
Publisher: Trafford Publishing
ISBN: 1-4251-1314-1

We offer an accessible overview of the most widely used Marketing Engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.

We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. [more...]

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Revised Second Edition

Authors: Gary L. Lilien and Arvind Rangaswamy
Publisher: Trafford Publishing
ISBN: 1-4120-2252-5

Marketing Engineering is more than just a book. It is an integrated suite of marketing concepts, models, and application software delivered to you at the price of a book. The book explains the underlying marketing concepts and models, and allows you to "learn by doing" using the associated cases and exercises. [more...]