Principles of Marketing Engineering

ISBN-10: 0985764805
ISBN-13: 9780985764807
Edition: 2nd 2013
List price: $45.00 Buy it from $31.90
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Description: 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  More...

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Book details

List price: $45.00
Edition: 2nd
Copyright year: 2013
Publisher: DecisionPro, Inc.
Publication date: 7/1/2012
Binding: Paperback
Pages: 288
Size: 7.00" wide x 9.75" long x 0.75" tall
Weight: 1.540
Language: English

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...

Arnaud De Bruyn is Associate Professor of Marketing at ESSEC Business School (Paris, France). His research interests, teaching experience and consulting practice are at the frontier of marketing, operations research and information technologies, particularly in the domains of customer relationship management (CRM), database and direct marketing, and marketing engineering.

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