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Principles of Marketing Engineering, 2nd Edition

Author: Gary L. Lilien

Publisher: DecisionPro

Published: 2013

Total Pages: 287

ISBN-13: 0985764805

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 process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) 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 Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show 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. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

Marketing Engineering

Author: Gary L. Lilien

Publisher: Addison Wesley Publishing Company

Published: 1998-01

Total Pages: 350

ISBN-13: 9780321001948

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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.

Content Marketing, Engineered

Author: Wendy Covey

Publisher: Greenleaf Book Group

Published: 2020-05-18

Total Pages: 264

ISBN-13: 1632992868

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Research shows that this analytical, skeptical buyer conducts a great deal of independent research before engaging with vendors. Companies that share expertise through high-quality content on a consistent basis are not only seen as trusted resources, they also spend less per lead and achieve greater pipeline efficiency. Content Marketing, Engineered guides you through the key steps in creating content to inform, educate, and help your technical buyers on their journey to purchase and beyond. By the time you reach the last page, you’ll be familiar with the entire end-to-end content marketing process, from planning and writing to publishing, promoting, and measuring the performance of your content.

Consumer Engineering, 1920s–1970s

Author: Jan Logemann

Publisher: Springer

Published: 2019-05-29

Total Pages: 296

ISBN-13: 3030145646

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In the middle of the twentieth century, a new class of marketing expert emerged beyond the familiar ad men of Madison Avenue. Working as commercial designers, consumer psychologists, sales managers, and market researchers, these professionals were self-defined “consumer engineers,” and their rise heralded a new era of marketing. To what extent did these efforts to engineer consumers shape consumption practices? And to what extent was the phenomenon itself a product of broader social and cultural forces? This collection considers consumer engineering in the context of the longer history of transatlantic marketing. Contributors offer case studies on the roles of individual consumer engineers on both sides of the Atlantic, the impact of such marketing practices on European economies during World War II and after, and the conflicted relationship between consumer activists and the ideas of consumer engineering. By connecting consumer engineering to a web of social processes in the twentieth century, this volume contributes to a reassessment of consumer history more broadly.

Marketing Engineering

Author: Gary L. Lilien

Publisher: DecisionPro

Published: 2004

Total Pages: 545

ISBN-13: 1412022525

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Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.

Principles of Marketing Engineering and Analytics, 3rd Edition

Author: Gary L. Lilien

Publisher: DecisionPro

Published: 2017-04-17

Total Pages: 328

ISBN-13: 098576483X

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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 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 view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). We offer an accessible overview of the most widely used marketing engineering concepts and tools and show 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. **

Marketing Architectural and Engineering Services

Author: Weld Coxe

Publisher:

Published: 1990

Total Pages: 328

ISBN-13:

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Managing Business Interfaces

Author: Amiya K. Chakravarty

Publisher: Springer Science & Business Media

Published: 2006-03-03

Total Pages: 333

ISBN-13: 0387250026

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Amiya Chakravarty is a big name in production manufacturing and Josh Eliashberg is a huge name in marketing. This is one of the first books that examines the interface of Marketing and Production, with the chapters written by well-known people in the field. Hardcover version published in December 2003.

The Human Body Shop

Author: Andrew Kimbrell

Publisher: HarperCollins Publishers

Published: 1994

Total Pages: 366

ISBN-13: 9780062506191

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Now in paperback: "The most disturbing and damning report to date on the biotechnology revolution and its ethical and social consequences and risks".--Publishers Weekly. ". . . Mr. Kimbrell tells the story effectively and fully".--The New York Times Book Review.

Construction Marketing Ideas

Author: Mark Buckshon

Publisher: Mark Buckshon

Published: 2010-04

Total Pages: 194

ISBN-13: 0981081606

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Buckshon addresses the architectural, engineering, and construction industry's marketing challenges with a positive and practical approach especially for business owners who don't want to be bogged down in clichs and who have been encouraged to try a variety of marketing ideas which simply don't work.