Marketing Engineering: Computer-Assisted Marketing Analysis and Planning

by Arvind Rangaswamy and Gary L. Lilien

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 032100194X
• ISBN13: 9780321001948
• Release Date: January 1998
• Publisher: Addison Wesley Publishing Company
• Length: 2 Pages
• Weight: 1.95 lbs.

Customer Reviews

Great Book

This Book has provided many useful tools.I'm not sure what book the previous ratings are referring to - because this one wasn't published until 2002.????

Great!

Simply simple for all. The guide to the marketing-based world

Excellent educational material, good software and study case

This is a very good book which illustrates some classical marketing model, with the help of software. I strongly recommand for marketing researcher and student.

Great topics, exciting approaches, but not user friendly

This book gives a rare glimpse as to how marketing analysis should take place in the intelligent corporation. Unfortunately, for those of us trying to apply the concepts, getting from theory to application with these materials is difficult. But what other books handle these vital topics??! A second edition could polish the software and clarify the examples to make this a truly outstanding book.

A wonderful formalisation of marketing concepts

I have the opportunity to read chapters 3 and 4 from this book. It provides a math formalisation of important & basic marketing concepts like segmentation,positioning, targeting etc. These math tools closes a wide gap, between theory and real world corporate problems.