Can I read Marketing Engineering : Computer-assisted Marketing Analysis and Planning on EtoBox?

Marketing Engineering : Computer-assisted Marketing Analysis and Planning by Lilien, Gary L., 1946-; Rangaswamy, Arvind; Anne and Joseph Trachtman Memorial Book Fund is a business book available to read on EtoBox.

What is Marketing Engineering : Computer-assisted Marketing Analysis and Planning about?

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 collection of leading-edge software models (available separately) 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. Our purpose in writing this book is to help educate and train a new generation of marketing managers. We aim 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. A Note from the Dear Marketing Engineering Revised Edition 2 The several editions of Marketing Engineering that we have published since 1998 have been aimed at a fairly narrow, somewhat technical audience interested in bringing more scientif

Who reads Marketing Engineering : Computer-assisted Marketing Analysis and Planning?

Author

Lilien, Gary L., 1946-; Rangaswamy, Arvind; Anne and Joseph Trachtman Memorial Book Fund

Publisher

Tradford Publisihg : Institite for the Study of Business Markets (ISBM)

Published

2004

Language

EN

ISBN

9781412022521

Category

business

Subjects

Management, Business, Marketing

Rating

4.6 / 5 (11 ratings)

Updated

2026-03-14