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Marketing Engineering [Englisch] [Taschenbuch]

Gary L Lilien


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Kurzbeschreibung

7. Dezember 2005
Turning conceptual marketers into marketing engineers. June 2004 update: This title is now available solely through the authors. Students may purchase it online at http://www.trafford.com/4dcgi/view-item?item=5338 Please make a note of this change since Prentice Hall will not be reprinting this title or able to offer it once our current inventory is depleted. Marketing professionals today are surrounded by information technology, which they need to exploit to succeed in their markets. This is a major change from the days when conceptual skills alone might have been sufficient to be a successful marketer. Today's marketers need to go beyond conceptual marketing and embrace marketing engineering, using data, information technologies, and computer decision models to make marketing decisions. In the new edition of this text, the authors integrate concepts, analytic marketing techniques, and a software toolkit to train the new generation of marketers to become successful marketing engineers.
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Turning conceptual marketers into marketing engineers. June 2004 update: This title is now available solely through the authors. Students may purchase it online at http://www.trafford.com/4dcgi/view-item?item=5338 Please make a note of this change since Prentice Hall will not be reprinting this title or able to offer it once our current inventory is depleted. Marketing professionals today are surrounded by information technology, which they need to exploit to succeed in their markets. This is a major change from the days when conceptual skills alone might have been sufficient to be a successful marketer. Today's marketers need to go beyond conceptual marketing and embrace marketing engineering, using data, information technologies, and computer decision models to make marketing decisions. In the new edition of this text, the authors integrate concepts, analytic marketing techniques, and a software toolkit to train the new generation of marketers to become successful marketing engineers. -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

Über den Autor und weitere Mitwirkende

Gary L. Liken, who coined the term marketing engineering, is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State. He is also co-founder and Research Director of the Institute for the Study of Business Markets at Penn State, an organization aimed at fostering research and interchange in nonconsumer markets. He holds three degrees in operations research, from the School of Engineering at Columbia University. Previously, Prof. Liken was a member of the faculty at the Sloan School at MIT. His research interests are in marketing engineering, market segmentation, new product modeling, marketing-mix issues for business products, bargaining and negotiations, modeling the industrial-buying process and innovation-diffusion modeling. Prof. Lilien is the author or co-author of 12 books (including Marketing Models with Philip Kotler) and over 80 professional articles. He was Departmental Editor for Marketing for Management Science; is on the editorial board of the International Journal for Research in Marketing and the Journal of Business to Business Marketing; is Functional Editor for Marketing for Interfaces, and is Area Editor for Marketing Science. He is former Editor in Chief of Interfaces. He served as President as well as Vice President/Publications for the Institute of Management Sciences. He is U.S. Coordinator for the European Marketing Academy. Prof. Liken is a winner of the Alpha Kappa Psi award for the outstanding article in the Journal of Marketing and is the Philip M. Morse Distinguished Lecturer of the Institute for Operations Research and the Management Sciences (INFORMS), 2001-2003. He received honorary doctorates from the University of Liege, the University of Ghent, and Aston University. Prof. Lilieri s consulting clients include AT&T, DuPont, Exelon, the Federal Reserve Bank, Hewlett-Packard, IBM, Kodak, Pillsbury, PP&L, Sprint, 3M, and Xerox. Prof. Liken is three-time winner and seven-time finalist in the Penn State Squash Club Championship and has substantial collections of fine wines and unusual porcine objects. Arvind Rangaswamy is the Jonas H. Anchel Professor of Marketing at Penn State, where he is also co-founder and Research Director of the eBusiness Research Center. He received a PhD in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J. L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania. He is actively engaged in research to develop concepts, methods, and models to improve the efficiency and effectiveness of marketing using information technologies, including such topics as marketing modeling, online customer behavior, and online negotiations. Prof. Rangaswamy has published numerous articles in such leading journals as Marketing Science, the Journal of Marketing Research, Management Science, the Journal of Marketing, the International Journal of Research in Marketing, Marketing Letters, Psychometrika, Multivariate Behavioral Research, and the Journal of Economics and Statistics. He is Area Editor for Marketing Science and serves on the editorial boards of the Journal of Interactive Marketing, the International Journal of Intelligent Systems in Accounting, Finance and Management, the Journal of Service Research, and the Journal of Business-to-Business Marketing. Prof. Rangaswamy is a Fellow of the IC2 Institute, an IBM Faculty Partner, and the Chair of the e-Business Section of the Institute for Operations Research and the Management Sciences (INFORMS). He is the Program Director for Electronic Mar -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

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Kundenrezensionen

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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.4 von 5 Sternen  5 Rezensionen
5 von 6 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen helpful text 15. November 2006
Von Nathan Woodman - Veröffentlicht auf Amazon.com
Format:Taschenbuch
The content and tutorials of this text are useful. They will familiarize the reader with the types of tools and methods that are used to support marketing decisions.

In many cases the inputs of the analysis exercises are given and too subjective to duplicate the results with alternate data. However, the processes help organize your thoughts.

I'd recommend this book to anyone looking to develop a general understanding of marketing analytics.

I also found the software a bit buggy but usable none the less.
4.0 von 5 Sternen Good textbook 31. März 2013
Von S. Rodnyansky - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Verifizierter Kauf
Solid textbooks on marketing analytics, giving both a basic overview as well as more advanced topics and examples. An example CD is attached.
5.0 von 5 Sternen Selling with Science 16. April 2010
Von Erick Candanedo - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
Greate book for us the expert in our operational field that want to get introduce in a more realistica way of marking based on science. It is easy to use. The tools and techniques are presented are of very easy use and in an applied manner, because it content is part of the regular research diciplines. A structural plan to use this book is recomended, due to the fact that you will have to go the the next level with advance reading in order to develop new and creative marketing engineering tools.
4.0 von 5 Sternen Good to understand basic marketing concepts from modeling perspective 27. November 2009
Von Milano - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Verifizierter Kauf
As mentioned by many people, this textbook does not provide very deep insights about modeling itself. Rather, it covers broad, basic marketing concepts. I am using this book to understand/review those basic concepts from modeling/quantitative perspective. It is always helpful to see marketing tactics with numbers and formulas, not only with qualitative explanation.
4 von 7 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Great Book 6. April 2002
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
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.????
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