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Principles of Marketing Engineering, by Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn
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As a profession, marketing is evolving, no longer based almost exclusively on conceptual content. That conceptual content will always have an important role to play in marketing, but the 21st century requires more analysis and rigor in marketing decision making.
Much of marketing 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).
Several key forces are changing the marketer's job:
Pervasive high-powered personal computers networked are everywhere.Exploding volumes of data are readily available.
Firms are reengineering marketing activities. And those firms are reorganizing more generally, leading to flatter organizations. Marketers need much more than concepts to fully exploit available resources: they need to move from conceptual marketing to marketing engineering. In this book we integrate concepts, analytic marketing techniques, and operational software for training the new generation of marketers, and help them become marketing engineers.
- Sales Rank: #1213207 in Books
- Brand: Brand: Trafford Publishing
- Published on: 2007-07-03
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 6.75" w x .50" l, .0 pounds
- Binding: Paperback
- 232 pages
- Used Book in Good Condition
Most helpful customer reviews
8 of 8 people found the following review helpful.
Extremely useful to bring your work to another level
By B. Shamford
I purchased this book as part of an MBA course, but I loved it and feel you could get the same benefit I did by reading this book and using the associated software. As I read, I began to think back about the gut feel decisions I made in a Marketing Manager role in the past and almost cringed. I began to see how much better my decisions would have been if I had applied more quantitative methods. I have this book with me at work now and refer to it when I start to think how we will frame a client problem and what information we might need. I am not prepared to build the marketing models based on this book, but I know enough to ask the people who can and know what I am asking for.
For those thinking of purchasing this for a class or just winging it without the book I would say buy the book. You will use it again and any course will follow the software lessons which are directly explained in the book.
4 of 4 people found the following review helpful.
Marketing is Changing - This Helps You Keep Up!
By Loyd Eskildson
Marketing has traditionally been viewed as an intuitive art; today, it is increasingly viewed as an analytical science that addresses a more realistic level of complexity. Software tools and cases allow users to focus on use of the new tools available. Readers also learn the right data to collect to make better marketing plans and decisions. Materials covered include 'Valuing Customers,' 'Segmentation and Targeting,' 'Positioning Analysis,' and 'The Marketing Mix.' Given the increasing data availability about individual consumers and processing software, marketers need expertise in these new skills.
1 of 1 people found the following review helpful.
Useful
By Eva MacInnis
Got this book for my class. Would definitely recommend if you want to touch up on your marketing analytic skills.
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