Download or read book Principles of Marketing Engineering 2nd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2013 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) 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. 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. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.
Download or read book Principles of Marketing Engineering and Analytics 3rd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2017-04-17 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. **
Download or read book Marketing Engineering written by Gary L. Lilien and published by Addison Wesley Publishing Company. This book was released on 1998-01 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This textbook, combined with a comprehensive collection of 26 leading-edge software models provides the student with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions. Our purpose in writing this book is to help educate and train a new generation of marketing managers. We aim to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory.
Download or read book Marketing Engineering 2nd Edition written by Gary L. Lilien and published by . This book was released on 2004-02-01 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing Architectural and Engineering Services written by Weld Coxe and published by . This book was released on 1990 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Modern Marketing Research written by Fred M.. Feinberg and published by Thomson South-Western. This book was released on 2013 with total page 689 pages. Available in PDF, EPUB and Kindle. Book excerpt: Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.
Download or read book Marketing Engineering written by Gary L. Lilien and published by DecisionPro. This book was released on 2004 with total page 545 pages. Available in PDF, EPUB and Kindle. Book excerpt: Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.
Download or read book R for Marketing Research and Analytics written by Chris Chapman and published by Springer. This book was released on 2015-03-25 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.
Download or read book Managing Engineering Design written by Crispin Hales and published by Springer Science & Business Media. This book was released on 2011-06-27 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Features include: jargon-free language with well-tried, real-world examples; useful tips for managers at the end of each chapter; a comprehensive bibliography at the end of the book. It is also highly informative for graduate and undergraduate engineering students and ideally suited for establishing a web-based design management system for geographically dispersed teams. Changes in the second edition: New case studies. Expanded text in each chapter (about 50 new pages worth) including a wholly new chapter on the analysis of the design process as a whole.
Download or read book Data Science for Marketing Analytics written by Mirza Rahim Baig and published by Packt Publishing Ltd. This book was released on 2021-09-07 with total page 637 pages. Available in PDF, EPUB and Kindle. Book excerpt: Turbocharge your marketing plans by making the leap from simple descriptive statistics in Excel to sophisticated predictive analytics with the Python programming language Key FeaturesUse data analytics and machine learning in a sales and marketing contextGain insights from data to make better business decisionsBuild your experience and confidence with realistic hands-on practiceBook Description Unleash the power of data to reach your marketing goals with this practical guide to data science for business. This book will help you get started on your journey to becoming a master of marketing analytics with Python. You'll work with relevant datasets and build your practical skills by tackling engaging exercises and activities that simulate real-world market analysis projects. You'll learn to think like a data scientist, build your problem-solving skills, and discover how to look at data in new ways to deliver business insights and make intelligent data-driven decisions. As well as learning how to clean, explore, and visualize data, you'll implement machine learning algorithms and build models to make predictions. As you work through the book, you'll use Python tools to analyze sales, visualize advertising data, predict revenue, address customer churn, and implement customer segmentation to understand behavior. By the end of this book, you'll have the knowledge, skills, and confidence to implement data science and machine learning techniques to better understand your marketing data and improve your decision-making. What you will learnLoad, clean, and explore sales and marketing data using pandasForm and test hypotheses using real data sets and analytics toolsVisualize patterns in customer behavior using MatplotlibUse advanced machine learning models like random forest and SVMUse various unsupervised learning algorithms for customer segmentationUse supervised learning techniques for sales predictionEvaluate and compare different models to get the best outcomesOptimize models with hyperparameter tuning and SMOTEWho this book is for This marketing book is for anyone who wants to learn how to use Python for cutting-edge marketing analytics. Whether you're a developer who wants to move into marketing, or a marketing analyst who wants to learn more sophisticated tools and techniques, this book will get you on the right path. Basic prior knowledge of Python and experience working with data will help you access this book more easily.
Download or read book Whisky written by Graham Stewart and published by Elsevier. This book was released on 2014-08-12 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whisky: Technology, Production and Marketing explains in technical terms the science and technology of producing whisky, combined with information from industry experts on successfully marketing the product. World experts in Scotch whisky provide detailed insight into whisky production, from the processing of raw materials to the fermentation, distillation, maturation, blending, production of co-products, and quality testing, as well as important information on the methodology used for packaging and marketing whisky in the twenty-first century. No other book covers the entire whisky process from raw material to delivery to market in such a comprehensive manner and with such a high level of technical detail. Only available work to cover the entire whisky process from raw material to delivery to the market in such a comprehensive manner Includes a chapter on marketing and selling whisky Foreword written by Alan Rutherford, former Chairman and Managing Director of United Malt and Grain Distillers Ltd.
Download or read book Engineering Your Start up written by James A. Swanson and published by Professional Publications Incorporated. This book was released on 2003 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thinking of starting your own business in high-tech? Do yourself a huge favor by reading this book first. The authors, both veterans of many start-ups, address topics vital to your start-up success, such as: Finding start-up opportunities Leaving your current employer but keeping your ideas Protecting your intellectual property Managing the five critical elements of a successful start-up Securing start-up financing Dealing successfully with venture capitalists Writing a winning business plan Creating a management team Handling employment and compensation--who to hire and how to pay them Avoiding the most common mistakes entrepreneurs make Understanding company valuation and exit strategies James Swanson and Michael Baird lay out all the basic concepts clearly, step by step. They demystify the start-up process with frank advice, insiders' tips, and "been there" examples. On-point case studies show you what to do--and what to avoid. An expanded list of resources steers you to help when you need it. You'll learn what it takes for you to create and manage a start-up, and the personal characteristics required to be successful in your new venture. In good economies and bad, entrepreneurs will continue to lead the way to new markets, new ventures, and new technologies. With this comprehensive new guide, you have a great start to start-up success! _____________________________ Since 1975 more than 2 million people preparing for their engineering, surveying, architecture, LEED�, interior design, and landscape architecture exams have entrusted their exam prep to PPI. For more information, visit us at www.ppi2pass.com.
Download or read book Marketing with Social Media written by Beth C. Thomsett-Scott and published by American Library Association. This book was released on 2014 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get up to speed quickly on using social media to promote your library. This basic guide will get you ready to set up your account and explore such tools as Facebook, wikis, YouTube, Pinterest Google+, Foursquare, blogging platforms, QR codes, and Twitter. After an introductory survey of the tools, chapters cover maintaining accounts, coordinating with colleagues, planning for sustainablility, best practices, evaluation with built-in analytics, and references for additional information.
Download or read book Metrics and Models in Software Quality Engineering written by Stephen H. Kan and published by Addison-Wesley Professional. This book was released on 2003 with total page 564 pages. Available in PDF, EPUB and Kindle. Book excerpt: ""This is the single best book on software quality engineering and metrics that I've encountered."" --Capers Jones, from the Foreword"Metrics and Models in Software Quality Engineering, Second Edition," is the definitive book on this essential topic of software development. Comprehensive in scope with extensive industry examples, it shows how to measure software quality and use measurements to improve the software development process. Four major categories of quality metrics and models are addressed: quality management, software reliability and projection, complexity, and customer view. In addition, the book discusses the fundamentals of measurement theory, specific quality metrics and tools, and methods for applying metrics to the software development process.New chapters bring coverage of critical topics, including: In-process metrics for software testingMetrics for object-oriented software developmentAvailability metricsMethods for conducting in-process quality assessments and software project assessmentsDos and Don'ts of Software Process Improvement, by Patrick O'TooleUsing Function Point Metrics to Measure Software Process Improvement, by Capers Jones In addition to the excellent balance of theory, techniques, and examples, this book is highly instructive and practical, covering one of the most important topics in software development--quality engineering. 0201729156B08282002
Download or read book The Executive MBA for Engineers and Scientists written by James J. Farley and published by CRC Press. This book was released on 2009-12-01 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: All too often, a simple lack of understanding of fundamental business concepts is enough to prevent capable scientists and engineers from receiving otherwise deserved promotions. These days, technical merit and hard work alone no longer guarantee upward mobility. For scientists and engineers with aspirations of moving up the corporate ladder a keen
Download or read book Digital and Social Media Marketing written by Aleksej Heinze and published by Taylor & Francis. This book was released on 2016-11-18 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.
Download or read book Marketing That Works written by Leonard M. Lodish and published by Pearson Education. This book was released on 2007-03-21 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing That Works introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits. From pricing to PR, advertising to viral marketing, this book’s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors’ decades of research and consulting, their cutting-edge work in Wharton’s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500’s fastest-growing companies. Whether you’re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. You’ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for it–now, and for years to come. Build the foundation for extraordinary profit Discover faster, smarter techniques for positioning, targeting, and segmentation Drive entrepreneurial attitude throughout all your marketing functions Master entrepreneurial pricing, advertising, sales management, promotion–and even hiring Maximize the value of all your stakeholder relationships Profit by marketing to investors, intermediaries, employees, partners, and users Generate, screen, and develop better product ideas Engage combat on the right battlefields Launch new products to maximize their lifetime profitability Stage the winning rollout: from fixing bugs to gaining reference accounts Every dime you spend on marketing needs to work harder, smarter, faster. Every dime must differentiate your company based on your most valuable competencies. Every dime must protect you against competitors and commoditization. Every dime must drive higher profits this quarter, and help sustain profitability far into the future. Are your marketing investments doing all that? If not, get Marketing That Works–and read it today. Includes online access to state-of-the-art marketing allocation software!
