Marketing Engineering and Applications: Classics in Business Administration Translation Series · Marketing Series

Author: (USA) Lillian
Publisher:
Publish Date: 2005-05-01
Features: Traditional marketing books focus on marketing concepts, experience, or qualitative areas, while the purpose of this book is to train marketing engineers to transform concepts into context-specific decision actions using analytical techniques, quantitative techniques, and computer modeling techniques. The specific objectives of this book are: (1) to help readers understand how analytical techniques transform data and information into deep insights and decisions, thereby improving decision-making; (2) to teach readers to view marketing phenomena and processes from the perspective of decision modeling; (3) to familiarize readers with some successful cases of applying marketing engineering; (4) to provide a software tool to support readers in solving marketing decision problems using marketing engineering. This book is divided into two parts. Part 1 is divided into four sections. Section I (Chapters 1 and 2) introduces and defines marketing engineering, explaining the foundation of marketing engineering modeling—the market response model. Section II (Chapters 3 to 6) focuses on marketing strategy issues such as market segmentation, target market selection, market positioning, business portfolio analysis, market measurement, and strategic planning. Section III (Chapters 7 to 10) covers marketing tactics such as product design, advertising and communication, sales force management, channel management, pricing and promotional decisions. Section IV (Chapter 11) summarizes the key points of marketing engineering and introduces future trends in marketing engineering. The second part of the content is primarily the user manual for the software package included with the book (software usage steps), with a structure consistent with Part 1. The target audience for this book is very broad. It can serve as a core textbook for undergraduate marketing majors in universities and colleges, a one-semester course textbook for graduate students in various business administration fields and MBA programs, and a business training textbook for corporate managers and marketing executives who wish to enhance their marketing decision-making skills in information-intensive environments. It is also a must-read reference book for self-learners interested in marketing.