Marketing Management and Strategy: Marketing Engineering Applications, Second Edition
Автор:Gary L. Lilien, Arvind Rangaswamy Год: [не указано] Издание: [не указанo] Страниц: [не указано] ISBN: 0130084638 Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineering?the use of interactive computer decision models to help support marketing decisions. Hands-on, computer-based exercises and cases bring conceptual marketing alive while introducing the software. All of the software is independent of the cases presented and can be used separately on other case-problems or on real problems. Cases and software include Conglomerate's New PDA, featuring Needs-based Segmentation Using Cluster Analysis, ABB Electric Segmentation featuring Choice-based Segmentation Using Multinomial Logit Analysis, Product Planning Using the GE/McKinsey Approach at Addison Wesley Longman featuring Targeting/Business Prioritization Using GE/McKinsey Approach, Positioning the Infiniti featuring Product Positioning Using Perceptual Mapping, Syntex Laboratories A featuring Resource Allocation Using Response Models (ReAllocator), ADCAD Ad Copy Design Exercise...
