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" Principles of marketing engineering and analytics / "
Gary L. Lilien, the Pennsilvania State University, Arvind Rangaswamy, the Pennsilvania State University, Arnaud De Bruyn, ESSEC Business School, France.
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BL
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| Record Number
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838622
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| Main Entry
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Lilien, Gary L.,1946-
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| Title & Author
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Principles of marketing engineering and analytics /\ Gary L. Lilien, the Pennsilvania State University, Arvind Rangaswamy, the Pennsilvania State University, Arnaud De Bruyn, ESSEC Business School, France.
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| Edition Statement
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Third edition.
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| Publication Statement
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State College, PA :: DecisionPro, Inc.,, [2017]
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, ©2017
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| Page. NO
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xvi, 305 pages :: illustrations ;; 26 cm
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| ISBN
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0985764821
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: 9780985764821
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| Bibliographies/Indexes
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Includes bibliographical references (pages 297-305) and indexes.
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| Contents
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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
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| Subject
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Marketing-- Data processing.
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| Subject
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Marketing-- Decision making-- Data processing.
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Marketing-- Decision making-- Mathematical models.
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Marketing-- Data processing.
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Marketing-- Decision making-- Data processing.
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| Subject
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Marketing-- Decision making-- Mathematical models.
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| Dewey Classification
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658.802
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| LC Classification
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HF5415.125.L542 2017
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| NLM classification
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HS 41121 LIL.uk-btusl
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| Added Entry
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De Bruyn, Arnaud
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Rangaswamy, Arvind
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