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Principles of Marketing Engineering, 2nd Edition
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision proces...
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. 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.
Marketing Models
The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
Handbook of Business-to-Business Marketing
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
New Product and Brand Management
Learning good table manners has never been this much fun! "Chocolate mousse!" says greedy Goose. "Don't just grab it," says angry Rabbit. Good manners are not on the menu at this meal. Duck won't eat his carrots. Moth's eating the cloth, and Sheep would rather sleep than wash the dishes. Thank goodness some of the animals know how to behave. Children's favorite foods and animals are combined in delicious rhyming phrases, making this story of the funniest dinner party ever perfect to read aloud.
The History Of Marketing Science
The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.
Marketing Engineering
Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.
Marketing
Hardbound. Leading marketing scientists, with an MS/OR orientation, present in this book a state-of-the-art review of their area of expertise. The wide range of material spans the marketing discipline and represents excellent coverage of both what is known and what problem-areas present themselves as ripe for further development.The articles are written with a technically sophisticated reader in mind, but not necessarily an expert in marketing. The authors provide a discussion of the motivation - the behavioral foundations or key assumptions - leading to the development of the important models or methods in each area.While not primarily a text, the book provides an excellent foundation for advanced students in marketing. MS/OR professionals, both academic and practitioner alike, will appreciate the impact that the MS/OR approach has had in the marketing area. Finally, the book provides must reading for marketing scientists, academics and practitio
Marketing Strategy
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second editio...
