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Principles of Marketing Engineering and Analytics, 3rd Edition

Author: Gary L. Lilien

Publisher: DecisionPro

Published: 2017-04-17

Total Pages: 328

ISBN-13: 098576483X

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 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.

Marketing Strategy

Author: Robert W. Palmatier

Publisher: Bloomsbury Publishing

Published: 2020-12-31

Total Pages: 414

ISBN-13: 1350305286

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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 edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design

Modern Marketing Research

Author: Fred M.. Feinberg

Publisher: Thomson South-Western

Published: 2013

Total Pages: 689

ISBN-13: 9781133191025

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Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.

Principles of Integrated Marketing Communications

Author: Lawrence Ang

Publisher: Cambridge University Press

Published: 2021-02-23

Total Pages: 529

ISBN-13: 1108571514

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Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.

Handbook of Fire and Explosion Protection Engineering Principles

Author: Dennis P. Nolan

Publisher: William Andrew

Published: 2014-05-28

Total Pages: 487

ISBN-13: 032331144X

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Written by an engineer for engineers, this book is both training manual and on-going reference, bringing together all the different facets of the complex processes that must be in place to minimize the risk to people, plant and the environment from fires, explosions, vapour releases and oil spills. Fully compliant with international regulatory requirements, relatively compact but comprehensive in its coverage, engineers, safety professionals and concerned company management will buy this book to capitalize on the author’s life-long expertise. This is the only book focusing specifically on oil and gas and related chemical facilities. This new edition includes updates on management practices, lessons learned from recent incidents, and new material on chemical processes, hazards and risk reviews (e.g. CHAZOP). Latest technology on fireproofing, fire and gas detection systems and applications is also covered. An introductory chapter on the philosophy of protection principles along with fundamental background material on the properties of the chemicals concerned and their behaviours under industrial conditions, combined with a detailed section on modern risk analysis techniques makes this book essential reading for students and professionals following Industrial Safety, Chemical Process Safety and Fire Protection Engineering courses. A practical, results-oriented manual for practicing engineers, bringing protection principles and chemistry together with modern risk analysis techniques Specific focus on oil and gas and related chemical facilities, making it comprehensive and compact Includes the latest best practice guidance, as well as lessons learned from recent incidents

Water and Wastewater Engineering: Design Principles and Practice, Second Edition

Author: Mackenzie L. Davis

Publisher: McGraw Hill Professional

Published: 2019-10-04

Total Pages: 1349

ISBN-13: 1260132285

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Publisher's Note: Products purchased from Third Party sellers are not guaranteed by the publisher for quality, authenticity, or access to any online entitlements included with the product. A Fully Updated, In-Depth Guide to Water and Wastewater Engineering Thoroughly revised to reflect the latest advances, procedures, and regulations, this authoritative resource contains comprehensive coverage of the design and construction of municipal water and wastewater facilities. Written by an environmental engineering expert and seasoned academic, Water and Wastewater Engineering: Design Principles and Practice, Second Edition, offers detailed explanations, practical strategies, and design techniques as well as hands-on safety protocols and operation and maintenance procedures. You will get cutting-edge information on water quality standards, corrosion control, piping materials, energy efficiency, direct and indirect potable reuse, and more. Coverage includes: • The design and construction processes • General water supply design considerations • Intake structures and wells • Chemical handling and storage • Coagulation and flocculation • Lime-soda and ion exchange softening • Reverse osmosis and nanofiltration • Sedimentation • Granular and membrane filtration • Disinfection and fluoridation • Removal of specific constituents • Water plant residuals management, process selection, and integration • Storage and distribution systems • Wastewater collection and treatment design considerations • Sanitary sewer design • Headworks and preliminary treatment • Primary treatment • Wastewater microbiology • Secondary treatment by suspended growth biological processes • Secondary treatment by attached growth and hybrid biological processes • Tertiary treatment • Advanced oxidation processes • Direct and indirect potable reuse

Principles of Business, Marketing, and Finance

Author: Chris Gassen

Publisher:

Published: 2022-02-16

Total Pages: 0

ISBN-13: 9781649250278

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This workbook is designed for use with the Principles of Business, Marketing, and Finance textbook. As you complete the activities in this workbook, you will review the concepts, facts, and skills presented in the text. The activities in this workbook are divided into chapters that correspond to the chapters in the text. By reading the text first, you have the information needed to complete the activities. Each chapter is organized into four parts: Content Review, Concept Review, Math Skills, and Communication Skills. The first two parts review the information presented in the textbook chapter and check your understanding of the concepts. The last two parts review math and communication skills necessary for college and career preparation and success. The Principles of Business, Marketing, and Finance workbook is an effective self-assessment tool to prepare you for more formal assessment that your instructor may assign.

Principles of Marketing Engineering

Author: Gary L. Lilien

Publisher:

Published: 2013

Total Pages: 263

ISBN-13:

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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) [4e p. de couv.].

Strategic Social Marketing

Author: Jeff French

Publisher: SAGE

Published: 2015-01-31

Total Pages: 449

ISBN-13: 1473927676

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This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. ′For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.’ Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world. Set into a clear structure it: Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as ‘value’ and ‘exchange’ in the social context Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours. Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.