Téléchargez ou lisez en ligne Ebooks PDF Principles of Marketing Engineering and Analytics, 3rd Edition

Principles of Marketing Engineering and Analytics, 3rd Edition
By:Gary L. Lilien,Arvind Rangaswamy,Arnaud De Bruyn
Published on 2017-04-17 by DecisionPro

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. **

This Book was ranked at 23 by Google Books for keyword engineering books.

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Book which was published by DecisionPro since 2017-04-17 have ISBNs, ISBN 13 Code is 9780985764838 and ISBN 10 Code is 098576483X

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