Principles of Marketing Engineering

Name: Principles of Marketing Engineering
Price: 16.87 USD
Availability: InStock
ISBN: 9781425135867

ISBN-10: 1425135862

ISBN-13: 9781425135867

Edition: N/A

Authors: Gary Lilen, Arvind Rangaswamy, Arnaud De Bruyn

List price: $45.00

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Description:

As a profession, marketing is evolving, no longer based almost exclusively on conceptual content. That conceptual content will always have an important role to play in marketing, but the 21st century requires more analysis and rigor in marketing decision making.Much of marketing 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).Several key forces are changing the marketer's job:Pervasive…

Book details

List price: $45.00
Publisher: Trafford Publishing
Publication date: 7/1/2007
Binding: Hardcover
Pages: 232
Size: 7.25" wide x 10.25" long x 0.75" tall
Weight: 1.386
Language: English

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.