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. This textbook, combined with a comprehensive collection of 26 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 this book 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 textbook, software, and business cases developed and written by Professors Gary L. Lilien and Arvind Rangaswamy. The textbook, software, and case 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).