Principles of Marketing Engineering and Analytics - Softcover

Lilien, Gary L.; Rangaswamy, Arvind; De Bruyn, Arnaud

 
9780985764821: Principles of Marketing Engineering and Analytics
Softcover
ISBN 10: 0985764821 ISBN 13: 9780985764821
Verlag: DecisionPro, Inc., 2017

Inhaltsangabe

The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering— putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). 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 and analytics 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. 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 and analytics.The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the software tools, cases and exercises available at www.DecisionPro.biz. That material, in concert with the descriptions here will both inform the reader and translate the concepts here into context-specific decisions and actions.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Reseña del editor

The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering— putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). 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 and analytics 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. 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 and analytics. The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the software tools, cases and exercises available at www.DecisionPro.biz. That material, in concert with the descriptions here will both inform the reader and translate the concepts here into context-specific decisions and actions.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
DecisionPro, Inc.
Erscheinungsdatum
2017
Sprache
Englisch
ISBN 10 
0985764821
ISBN 13 
9780985764821
Einband
Tapa blanda
Auflage
3
Anzahl der Seiten
328
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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