عنوان

Principles of marketing engineering and analytics /

0985764821

9780985764821

Principles of marketing engineering and analytics /

[Book]

Gary L. Lilien, the Pennsilvania State University, Arvind Rangaswamy, the Pennsilvania State University, Arnaud De Bruyn, ESSEC Business School, France.

Third edition.

State College, PA :

DecisionPro, Inc.,

[2017]

©2017

xvi, 305 pages :

illustrations ;

26 cm

Includes bibliographical references (pages 297-305) and indexes.

Chapter 1 The Marketing Engineering and Analytics Approach : The Marketing Decision Environment : Basic Economic Concepts for Analyzing Marketing Actions : Tools for Marketing Engineering : Business Value of Marketing Engineering From Promise to Reality : Structure of This Book -- Chapter 2 Customer Value Assessment and Valuing Customers : The Concept of Customer Value : Approaches to Measuring Customer Value : Valuing Customers and Customer Lifetime Value -- Chapter 3 Segmentation and Targeting : The Segmentation, Targeting, and Positioning Approach : Segmentation Analysis : Traditional Segmentation : Targeting Individual Customers : Implement Barriers and Solutions -- Chapter 4 Positioning : Positioning Through Brand Linkages : Posotioning Using Perceptual maps : Combinning Perceptual and Preference Mapping : Translating Preference to Choice : Reverse Mapping (From Map to Raw Data) : Incorporating Price as an Attribute : Uses and Limitations of Perceptual and Preference Maps -- Chapter 5 Forecasting : Forecasting Methods : New Product Forecasting Models : Whick Forecasting Method to Choose -- Chapter 6 : New Product and Service Design : Conjoint Analysis for Product Design -- Chapter 7 Ther Marketing Mix : Pricing Decisions : Resource Allocation and The Marketing Communications and Promotions Mix : Sales Promotions: Types and Effects -- Chapter 8 The Digital, Online Revolution in Marketing : The Evolution of Online technologies : Online Advertising Versus Traditional Advertising : Search Analytics : Social Listening and Text Analysis : Panel Data Analysis -- Chapter 9 Harvesting Value from Marketing Engineering : The 10 Lessons : A look Ahead for Marketing Engineering : Insights for Better Implementation of Marketing Engineering : Insights for Better Implementation of Marketing Engineering

2

Marketing-- Data processing.

Marketing-- Decision making-- Data processing.

Marketing-- Decision making-- Mathematical models.

Marketing-- Data processing.

Marketing-- Decision making-- Data processing.

Marketing-- Decision making-- Mathematical models.

Lilien, Gary L.,1946-

De Bruyn, Arnaud

Rangaswamy, Arvind

20200822145030.0

rda

[Book]

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