We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Analytics and Engineering.
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 as science, modern marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Principles of Marketing Engineering and Analytics offers an accessible overview of the most widely used marketing engineering concepts and tools. Using these principles you uncover how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.
The latest edition includes up-to-date examples and references as well as a new chapter on the digital online revolution in marketing and its implications for online advertising. In addition, the edition now incorporates some basic financial concepts (ROI, Breakeven Analysis, and Opportunity Cost) and other tools essential to the new domain of marketing analytics.
|Title||Principles of Marketing Engineering and Analytics|
|Authors||Gary L. Lilien
Arnaud De Bruyn
|Intended audience||Undergraduate or graduate-level business school students or managers with limited background or technical training in marketing engineering, marketing analytics or statistics.|
|Subject areas||Market Response Models | Customer Value Assessment and Valuing Customers | Segmentation and Targeting | Positioning Analysis | Forecasting | New Product and Service Design | Digital Marketing | The Marketing Mix|
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If not using the Enginius software models, e-book versions of the textbook may be purchased directly from the Amazon Kindle store or the Google Play store.