Marketing Engineering

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Principles of Marketing Engineering, 2nd Edition

Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 0985764805
Total Pages : 287 pages
Book Rating : 4.9/5 (857 download)

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Book Synopsis Principles of Marketing Engineering, 2nd Edition by : Gary L. Lilien

Download or read book Principles of Marketing Engineering, 2nd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2013 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 9780321001948
Total Pages : 350 pages
Book Rating : 4.0/5 (19 download)

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Book Synopsis Marketing Engineering by : Gary L. Lilien

Download or read book Marketing Engineering written by Gary L. Lilien and published by Addison Wesley Publishing Company. This book was released on 1998-01 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 1632992868
Total Pages : 264 pages
Book Rating : 4.6/5 (329 download)

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Book Synopsis Content Marketing, Engineered by : Wendy Covey

Download or read book Content Marketing, Engineered written by Wendy Covey and published by Greenleaf Book Group. This book was released on 2020-05-18 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 3030145646
Total Pages : 296 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Consumer Engineering, 1920s–1970s by : Jan Logemann

Download or read book Consumer Engineering, 1920s–1970s written by Jan Logemann and published by Springer. This book was released on 2019-05-29 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 1412022525
Total Pages : 545 pages
Book Rating : 4.4/5 (12 download)

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Book Synopsis Marketing Engineering by : Gary L. Lilien

Download or read book Marketing Engineering written by Gary L. Lilien and published by DecisionPro. This book was released on 2004 with total page 545 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 098576483X
Total Pages : 328 pages
Book Rating : 4.9/5 (857 download)

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Book Synopsis Principles of Marketing Engineering and Analytics, 3rd Edition by : Gary L. Lilien

Download or read book Principles of Marketing Engineering and Analytics, 3rd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2017-04-17 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. **

Managing Business Interfaces

Author : Amiya K. Chakravarty
Publisher : Springer Science & Business Media
ISBN 13 : 0387250026
Total Pages : 332 pages
Book Rating : 4.3/5 (872 download)

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Book Synopsis Managing Business Interfaces by : Amiya K. Chakravarty

Download or read book Managing Business Interfaces written by Amiya K. Chakravarty and published by Springer Science & Business Media. This book was released on 2006-03-04 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Business, Marketing, and Management Principles for IT and Engineering

Author : Dimitris N. Chorafas
Publisher : CRC Press
ISBN 13 : 1466508299
Total Pages : 609 pages
Book Rating : 4.4/5 (665 download)

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Book Synopsis Business, Marketing, and Management Principles for IT and Engineering by : Dimitris N. Chorafas

Download or read book Business, Marketing, and Management Principles for IT and Engineering written by Dimitris N. Chorafas and published by CRC Press. This book was released on 2011-06-17 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: In order to achieve long-term profitability and assure survival for their companies, managers must be informed, imaginative, and capable of adapting to shifting circumstances. Practical decisions rather than theories hold the upper ground. Business, Marketing, and Management Principles for IT and Engineering supplies the understanding required to effectively manage an organization in an increasingly competitive global market.? Using case studies, the book illustrates the principles, policies, and management practices used by some of the most successful companies around the world. The real-world case studies supply valuable insight into the range of issues that confront decision makers in business. By explaining how to develop effective strategies and business plans, the text supplies both the concepts and the tools to stay on track with those plans. It also: Explains how to evaluate the pros and cons of your organizational policies and how to effect policies for maximum synergy Covers product development, sales, marketing, pricing, and financial analysis Illustrates the right and wrong ways to implement the principles discussed, with case studies of hi-tech companies such as Apple, Google, Cisco, IBM, Microsoft, Toyota, ITT, and Bloomberg Dimitris N. Chorafas provides valuable insight garnered over half a century of advising financial institutions and multinational industrial corporations. Dr. Chorafas explains how to develop competitive products and use pricing strategies to achieve an edge over your competition. He also includes case studies that examine the price wars in the computer industry. This book supplies a realistic look into the positive and negative aspects of various policies and whether or not current practices related to forecasting, planning, organizing, staffing, directing, and controlling have produced the synergy your company needs to achieve long-term success.

Marketing Architectural and Engineering Services

Author : Weld Coxe
Publisher :
ISBN 13 :
Total Pages : 328 pages
Book Rating : 4.:/5 (318 download)

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Book Synopsis Marketing Architectural and Engineering Services by : Weld Coxe

Download or read book Marketing Architectural and Engineering Services written by Weld Coxe and published by . This book was released on 1990 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Human Body Shop

Author : Andrew Kimbrell
Publisher : HarperCollins Publishers
ISBN 13 : 9780062506191
Total Pages : 366 pages
Book Rating : 4.5/5 (61 download)

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Book Synopsis The Human Body Shop by : Andrew Kimbrell

Download or read book The Human Body Shop written by Andrew Kimbrell and published by HarperCollins Publishers. This book was released on 1994 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 0981081606
Total Pages : 194 pages
Book Rating : 4.9/5 (81 download)

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Book Synopsis Construction Marketing Ideas by : Mark Buckshon

Download or read book Construction Marketing Ideas written by Mark Buckshon and published by Mark Buckshon. This book was released on 2010-04 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Traversing the Traction Gap

Author : Bruce Cleveland
Publisher : Radius Book Group
ISBN 13 : 1635765749
Total Pages : 222 pages
Book Rating : 4.6/5 (357 download)

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Book Synopsis Traversing the Traction Gap by : Bruce Cleveland

Download or read book Traversing the Traction Gap written by Bruce Cleveland and published by Radius Book Group. This book was released on 2019-02-21 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traction. Startups Need It. Learn How To Get It. Vision, groundbreaking ideas, total commitment, and boundless enthusiasm characterize most startups, but they require capital to go from promising product to scalable business. More than 80 percent of all early-stage startups fail. Most of them can build a product, but the vast majority stumble when it comes time to take those products to market due to poor “market engineering” skills. Traversing the Traction Gap exposes the reasons behind that scary failure rate and provides a prescriptive how-to guide, focused specifically on market engineering techniques, so startups can succeed. The go-to-market hurdle is insurmountable to many startups. Just when they most need to establish a foothold in the market, they run short on time and money. This is the Traction Gap, that period of time introducing a new product into the marketplace and being able to scale it during a rapidly closing window of opportunity. Traversing the Traction Gap is a practical guidebook for navigating the tumultuous early life of a startup. Based on real-life examples, the advice from Cleveland and the members of the Wildcat Venture Partners team provides a roadmap and metrics for succeeding where others have failed.

Negotiation, Auctions, and Market Engineering

Author : Henner Gimpel
Publisher : Springer Science & Business Media
ISBN 13 : 3540775544
Total Pages : 242 pages
Book Rating : 4.5/5 (47 download)

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Book Synopsis Negotiation, Auctions, and Market Engineering by : Henner Gimpel

Download or read book Negotiation, Auctions, and Market Engineering written by Henner Gimpel and published by Springer Science & Business Media. This book was released on 2008-02-05 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book contains a selection of papers presented at the International Seminar "Negotiation and Market Engineering", held at Dagstuhl Castle, Germany, in November 2006. The 17 revised full papers presented were carefully selected and reviewed. The papers deal with the complexity of negotiations, auctions, and markets as economic, social, and IT systems. The authors give a broad overview on the major issues to be addressed and the methodologies used to approach them.

Engineering Innovation

Author : Benjamin M. Legum
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110521156
Total Pages : 578 pages
Book Rating : 4.1/5 (15 download)

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Book Synopsis Engineering Innovation by : Benjamin M. Legum

Download or read book Engineering Innovation written by Benjamin M. Legum and published by Walter de Gruyter GmbH & Co KG. This book was released on 2019-07-08 with total page 578 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engineering Innovation is an overview of the interconnected business and product development techniques needed to nurture the development of raw, emerging technologies into commercially viable products. This book relates Funding Strategies, Business Development, and Product Development to one another as an idea is refined to a validated concept, iteratively developed into a product, then produced for commercialization. Engineering Innovation also provides an introduction to business strategies and manufacturing techniques on a technical level designed to encourage passionate clinicians, academics, engineers and savvy entrepreneurs. Offers a comprehensive overview of the process of bringing new technology to market. Identifies a variety of technology management skill sets and management tools. Explores concept generation in conjunction with intellectual property development for early-stage companies. Explores Quality and Transfer-to-Manufacturing.

New Product and Brand Management

Author : Gary L. Lilien
Publisher :
ISBN 13 :
Total Pages : 78 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis New Product and Brand Management by : Gary L. Lilien

Download or read book New Product and Brand Management written by Gary L. Lilien and published by . This book was released on 2003 with total page 78 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Derivatives Engineering

Author : Globecon Group
Publisher : McGraw Hill Professional
ISBN 13 : 9781557387592
Total Pages : 356 pages
Book Rating : 4.3/5 (875 download)

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Book Synopsis Derivatives Engineering by : Globecon Group

Download or read book Derivatives Engineering written by Globecon Group and published by McGraw Hill Professional. This book was released on 1995 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Derivatives Engineering will provide you with indispensable information on the use of derivatives to reduce financing costs, enhance investment yields and reduce the volatility of assets and liabilities. Derivatives Engineering shows how bankers can use derivatives to add value in the areas of structuring capital markets deals to achieve comparative advantage; reducing interest rate and currency risk; and enhancing the value of the corporation.

Marketing and Selling A/E and Other Engineering Services

Author : Scott C. Gladden
Publisher : American Society of Civil Engineers
ISBN 13 : 9780784401002
Total Pages : 116 pages
Book Rating : 4.4/5 (1 download)

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Book Synopsis Marketing and Selling A/E and Other Engineering Services by : Scott C. Gladden

Download or read book Marketing and Selling A/E and Other Engineering Services written by Scott C. Gladden and published by American Society of Civil Engineers. This book was released on 1996 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: With Gladden and Olitt's Marketing and Selling A/E and Other Engineering Services, architects/engineers, project managers, and consultants in small-, medium-, or large-size firms will be able to develop a marketing plan to fit their company's needs.