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Background
Introduction
Welcome to Marketing Engineering. Several forces are
transforming the nature, scope, and structure 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 know-how
and tools to collect the right information and perform
analysis to make better marketing plans, better product
designs, and better decisions.
Our 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 books,
software, and business
cases developed and written by Professors Gary
L. Lilien and Arvind
Rangaswamy. The books, software, and cases are intended
to be used in conjunction with one another to provide
theory (book), computer modeling techniques (software),
and context-specific operations decisions and action
(business cases).
To learn more about how Marketing Engineering can help
you, please click one of the information links on the
left.
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