Marketing Engineering = Marketing Engineering: Computer-Assisted Marketing Analysis: Marketing Engineering: Computer-Assisted Marketing Analysis and Planning (2nd Edition)

Author: Rangaswami
Publisher:
Publish Date: 2003-12-01
Features: Many factors are driving fundamental changes in the structure and content of marketing managers' work. Marketing is similar to engineering design; developing a marketing plan also requires collecting data, building models, analyzing, and using computer simulations. Some view traditional marketing as an art, while others see it as a science. New-generation marketing, however, is more like engineering (combining art and science to solve specific problems). The readers of this book are marketing managers from business schools who wish to improve their marketing decision-making skills in information-intensive environments. It aims to help and train the next generation of marketing managers. The book is divided into four parts. Part I (Chapters 1 and 2) introduces and defines marketing engineering, explaining the foundation of marketing engineering modeling—the market response model. Part II (Chapters 3-6) focuses on marketing strategy issues such as market segmentation, target market selection, market positioning, business portfolio analysis, market measurement, and strategic planning. Part III (Chapters 7-10) covers marketing tactics such as product design, advertising and communication, sales force management, channel management, and pricing and promotion decisions. Part IV (Chapter 11) summarizes and synthesizes the key points of marketing engineering and introduces future trends in marketing engineering. The content of this book covers many important areas of marketing management, with rich decision-making tools and case studies. It also provides a package of up to 25 practical software tools, complete with detailed usage instructions and online help, making it an excellent marketing textbook widely adopted by over 70 renowned business schools.