Enhancing Marketing With 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.

Enhancing Marketing with Engineering

Author : Jeremy J. Michalek
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Enhancing Marketing with Engineering by : Jeremy J. Michalek

Download or read book Enhancing Marketing with Engineering written by Jeremy J. Michalek and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful product line design and development often requires balancing technical and market trade-offs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial engineering content involve critical trade-offs in the ability to achieve those desired attribute levels. Technical trade-offs in a product's design must be made with an eye toward market consequences, particularly when heterogeneous market preferences make differentiation and strategic positioning critical to capturing a range of market segments and avoiding cannibalization. We present a unified methodology for product line optimization that coordinates positioning and design models to achieve realizable firm-level optima. The approach overcomes several shortcomings of prior product line optimization models by incorporating a general Bayesian account of consumer preference heterogeneity, managing attributes over a continuous domain to alleviate issues of combinatorial complexity, and avoiding solutions that are impossible to realize. The method is demonstrated for a line of dial-readout scales, using physical models and conjoint-based consumer choice data. Results show that the optimal number of products in the line is not necessarily equal to the number of market segments; that an optimal single product for a heterogeneous market differs from that for a homogeneous one; and that the representational form for consumer heterogeneity has a substantial impact on the design and profitability of the resulting optimal product line - even for the design of a single product. The method is managerially valuable, as it yields product line solutions efficiently, accounting for marketing-based preference heterogeneity as well as engineering-based constraints on which product attributes can be realized.

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.

Engineering Marketing

Author : Hue Naeher
Publisher :
ISBN 13 :
Total Pages : 110 pages
Book Rating : 4.4/5 (543 download)

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Book Synopsis Engineering Marketing by : Hue Naeher

Download or read book Engineering Marketing written by Hue Naeher and published by . This book was released on 2021-08-11 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt: To improve the sales in your business, focus on the customers and shift to increasing sales performance rather than profit. And Marketing is a definite way that helps to boost sales. Through marketing, the products, and services, which are unique and of high quality mainly capture the attention of customers and in the process, make them esteemed consumers. The customers are the only options that can help you boost sales. If you are the owner of a manufacturing or engineering business and want to create more demand and sell more of your products and services, this book provides a practical and proven approach to master marketing and increase sales. By applying engineering principles to sales and marketing, this book will enable you to: -Build a deep understanding of your current business position -Develop a pragmatic plan to take your business on a well-structured growth journey -Apply tactics to ensure the plan is delivered on time and within budget -Develop an efficient sales process that measurably increases revenue -Build the capability and skill set of your sales and marketing team -Understand your market to prioritize investment Buy this book now and become successful.

Enhancing Communication Between Marketing and Engineering

Author : Robert Fisher
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Enhancing Communication Between Marketing and Engineering by : Robert Fisher

Download or read book Enhancing Communication Between Marketing and Engineering written by Robert Fisher and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using research in social psychology, the authors illustrate how two key routes to improve communication between marketing and engineering are dependent on the strength of managers' psychological connection to their functional area compared to the firm as a whole (i. e., relative functional identification). In particular, they argue that relative functional identification moderates the relationship between strategies traditionally used to affect interfunctional relationships (information-sharing norms and integrated goals) and the frequency, bidirectionality, and coerciveness of interfunctional communication behaviors. In turn, these communication behaviors are linked to information use and perceived relationship effectiveness. The authors empirically test predictions of the framework in two studies. Study 1 results suggest that (1) the efficacy of the traditional strategies depends on marketing managers' relative functional identification and (2) the traditional strategies can have negative and unintended effects on communication behaviors. In Study 2, the authors replicate and extend Study 1 by illustrating that bidirectional communication is as important as frequency in increasing both information use by engineering personnel and the perceived effectiveness of interfunctional relationships. The authors conclude with implications for theory building and managerial practice.

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.

Principles of Marketing Engineering and Analytics, 3rd Edition

Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 098576483X
Total Pages : 329 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 329 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. **

Leading with Marketing

Author : Brian Gallagher
Publisher : AuthorHouse
ISBN 13 : 1449056784
Total Pages : 216 pages
Book Rating : 4.4/5 (49 download)

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Book Synopsis Leading with Marketing by : Brian Gallagher

Download or read book Leading with Marketing written by Brian Gallagher and published by AuthorHouse. This book was released on 2009-11-23 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do successful architecture, engineering, and construction (AEC) firms become leaders in their markets? While there is not one formula for all AEC firms, a common characteristic is effective marketing. These firms dont view marketing as an expense, but as a strategic approach to winning. Leading With Marketing embodies how an AEC firm approaches their business, their marketplace and their customers. When companies lead with marketing, they strategically choose which markets to target, what to offer, how to differentiate, how to communicate, and how to win. To truly lead with marketing, a firms marketing strategy must be an ongoing, dynamic process. The process must enable a company to focus its resources on the right opportunities to increase profitability, while satisfying the customer needs and achieving a sustainable competitive advantage. Leading With Marketing will provide you with the insights, expertise and knowledge needed to lead with marketing. "Having worked with Brian and Kimberly for many years and seeing the direct results of their wisdom help Structural Group grow to over $500 million in sales, now having their wisdom detailed in this great book will allow more of us to apply marketing strategies to our everyday business. I highly recommend this book to every Architectural, Engineering and Contracting company that desires a profitable growth strategy."- Peter Emmons, CEO, Structural Group Kimberly has helped ACI develop many successful communications and program-launch campaigns by integrating key message development, online and traditional marketing, public relations, and so much more. Brian helped guide ACI into and through several new promotion, search, and communications initiatives as member, then chair of our Marketing Committee. Their combined expertise in marketing and how to market concrete has been a huge asset to our organization and our members.- Kevin Mlutkowski, Manager, Marketing; American Concrete Institute www.LeadingWithMarketing.com

Growth Engineering

Author : Bill Stringer
Publisher : Rethink Press
ISBN 13 : 9781781332184
Total Pages : 144 pages
Book Rating : 4.3/5 (321 download)

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Book Synopsis Growth Engineering by : Bill Stringer

Download or read book Growth Engineering written by Bill Stringer and published by Rethink Press. This book was released on 2016-11 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you are the owner of a manufacturing or engineering business and want to create more demand and sell more of your products and services, Growth Engineering provides a practical and proven approach to master marketing and increase sales. By applying engineering principles to sales and marketing, this book will enable you to: Build a deep understanding of your current business position Develop a pragmatic plan to take your business on a well-structured growth journey Apply tactics to ensure the plan is delivered on time and within budget Develop an efficient sales process that measurably increases revenue Build the capability and skillset of your sales and marketing team Understand your market to prioritise investment

Improving Engineering Design

Author : National Research Council
Publisher : National Academies Press
ISBN 13 : 0309044782
Total Pages : 120 pages
Book Rating : 4.3/5 (9 download)

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Book Synopsis Improving Engineering Design by : National Research Council

Download or read book Improving Engineering Design written by National Research Council and published by National Academies Press. This book was released on 1991-02-01 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective design and manufacturing, both of which are necessary to produce high-quality products, are closely related. However, effective design is a prerequisite for effective manufacturing. This new book explores the status of engineering design practice, education, and research in the United States and recommends ways to improve design to increase U.S. industry's competitiveness in world markets.

AI and Data Engineering Solutions for Effective Marketing

Author : Alla, Lhoussaine
Publisher : IGI Global
ISBN 13 :
Total Pages : 520 pages
Book Rating : 4.3/5 (693 download)

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Book Synopsis AI and Data Engineering Solutions for Effective Marketing by : Alla, Lhoussaine

Download or read book AI and Data Engineering Solutions for Effective Marketing written by Alla, Lhoussaine and published by IGI Global. This book was released on 2024-07-17 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.

AI and Data Engineering Solutions for Effective Marketing

Author : Lhoussaine Alla
Publisher : Business Science Reference
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.3/5 (693 download)

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Book Synopsis AI and Data Engineering Solutions for Effective Marketing by : Lhoussaine Alla

Download or read book AI and Data Engineering Solutions for Effective Marketing written by Lhoussaine Alla and published by Business Science Reference. This book was released on 2024-07-17 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of contemporary marketing, a challenge exists -- the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing , a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. The primary objective of this book is to explore the integration of artificial intelligence and data engineering into the marketing process, offering a harmonious blend of theory and practice. Through rigorous analysis, it presents scientific contributions that not only showcase the potential of these technologies in enhancing marketing performance but also critically assess the obstacles and risks inherent in their implementation. The book encourages a reinvention of methodological approaches in marketing research, providing readers with a highly selective collection of advanced scientific research from renowned researchers and field experts. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.

Improving Competitive Advantage Through Marketing Engineering

Author : Philip Kotler
Publisher :
ISBN 13 :
Total Pages : 50 pages
Book Rating : 4.:/5 (773 download)

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Book Synopsis Improving Competitive Advantage Through Marketing Engineering by : Philip Kotler

Download or read book Improving Competitive Advantage Through Marketing Engineering written by Philip Kotler and published by . This book was released on 1994 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt:

From Backroom to Boardroom

Author : Debbie Qaqish
Publisher : Forbesbooks
ISBN 13 : 9781950863686
Total Pages : 0 pages
Book Rating : 4.8/5 (636 download)

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Book Synopsis From Backroom to Boardroom by : Debbie Qaqish

Download or read book From Backroom to Boardroom written by Debbie Qaqish and published by Forbesbooks. This book was released on 2021-05-25 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Backroom to Boardroom is not a book about technology, data models or the latest in a series of bright and shiny toys so loved by marketers. It is a book about building a strategic marketing operations organization that transports marketing from the backroom to the boardroom. The journey begins with defining the new breed of marketing leadership and continues by exploring the integration of business acumen, marketing experience and the power of the digital age. This book is a practical guide that will help you reimagine, rescript and rearchitect the role of marketing forever.

Design for Reliability

Author : Dana Crowe
Publisher : CRC Press
ISBN 13 : 1351836080
Total Pages : 310 pages
Book Rating : 4.3/5 (518 download)

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Book Synopsis Design for Reliability by : Dana Crowe

Download or read book Design for Reliability written by Dana Crowe and published by CRC Press. This book was released on 2017-12-19 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's marketplace demands product reliability. At the same time, it places ever-increasing demands on products that push the limits of their performance and their functional life, and it does so with the expectation of lower per-unit product costs. To meet these demands, product design now requires a focused, streamlined, concurrent engineering process that will produce a product at the lowest possible cost in the least amount of time. Design for Reliability provides a systematic approach to the design process that is sharply focused on reliability and firmly based on the physics of failure. It imparts an understanding of how, why, and when to use the wide variety of reliability engineering tools available and offers fundamental insight into the total design cycle. Applicable from the idea phase of the product development cycle through product obsolescence, Design for Reliability (DfR) concepts integrated with reliability verification and analytical physics form a coherent stage gate/phase design process that helps ensure that a product will meet customers' reliability objectives. Whether you are a high-volume manufacturer of consumer items or a low volume producer of military commodities, your goal is the same: to bring a product to market using a process focused on designing out or mitigating potential failure modes prior to production release. Readers of Design for Reliability will learn to meet that goal and move beyond solidifying a basic offering to the marketplace to creating a true competitive advantage.

Data-Driven Decision Making for Long-Term Business Success

Author : Singh, Sonia
Publisher : IGI Global
ISBN 13 :
Total Pages : 515 pages
Book Rating : 4.3/5 (693 download)

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Book Synopsis Data-Driven Decision Making for Long-Term Business Success by : Singh, Sonia

Download or read book Data-Driven Decision Making for Long-Term Business Success written by Singh, Sonia and published by IGI Global. This book was released on 2023-12-21 with total page 515 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's academic environment, the challenge of ensuring lasting commercial and economic success for organizations has become more daunting than ever before. The relentless surge in data-driven decision-making, based on innovative technologies such as blockchain, IoT, and AI, has created a digital frontier filled with complexity. Maintaining a healthy firm that can continually provide innovative products and services to the public while fueling economic growth has become a formidable puzzle. Moreover, this digital transformation has ushered in new risks, from pervasive cybersecurity threats to the ethical challenges surrounding artificial intelligence. In this evolving landscape, academic scholars face the pressing challenge of deciphering the path to long-term organizational prosperity in an era dominated by data. Data-Driven Decision Making for Long-Term Business Success serves as guidance and insights amidst this academic challenge. It is the definitive solution for scholars seeking to uncover the complexities of data-driven decision-making and its profound impact on organizational success. Each meticulously curated chapter delves into a specific facet of this transformative journey, from the implications of modern technologies and pricing optimization to the ethics underpinning data-driven strategies and the metaverse's influence on decision-making.

Information Management and Market Engineering

Author : Thomas Dreier
Publisher : KIT Scientific Publishing
ISBN 13 : 3866440596
Total Pages : 222 pages
Book Rating : 4.8/5 (664 download)

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Book Synopsis Information Management and Market Engineering by : Thomas Dreier

Download or read book Information Management and Market Engineering written by Thomas Dreier and published by KIT Scientific Publishing. This book was released on 2006 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research program Information Management and Market Engineering focuses on the analysis and the design of electronic markets. Taking a holistic view of the conceptualization and realization of solutions, the research integrates the disciplines business administration, economics, computer science, and law. Topics of interest range from the implementation, quality assurance, and further development of electronic markets to their integration into business processes, innovative business models, and legal frameworks.