Marketing Management and Strategy
Marketing Engineering Applications
Published on 2. December 1998
Book
Mixed media product
128 pages
978-0-321-04640-6 (ISBN)
Description
This is one of three cutting-edge Marketing Engineering Applications course supplements pulled from Lilien/Rangaswamy, Marketing Engineering (1998). This supplement consists of a paperback book and CD-ROM (software packages are compatible with Excel 5.0, 7.0 and Office '97 for Windows) which include sections relating to a basic marketing or marketing strategy course, allowing professors to integrate quantitative applications into these courses.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Width: 253 mm
Thickness: 6 mm
Weight
260 gr
ISBN-13
978-0-321-04640-6 (9780321046406)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Gary L. Lilien | Arvind Rangaswamy
Marketing Management and Strategy
Marketing Engineering Applications
Book
05/2003
2nd Edition
Pearson
€19.80
Article is exhausted; no reprint
Content
1. Tutorial for Cluster Analysis. Conglomerate Inc.'s New PDA Case. 2. Tutorial for Choice-Based Segmentation. ABB Electric Segmentation Case. 3. Tutorial for GE Portfolio Planning Model. Portfolio Analysis Case. 4. Tutorial for Positioning Analysis. Positioning the Infiniti G20 Case. Positioning the Connector Exercise. 5. Tutorial for Sales Resource Allocation. Syntex Laboratories (A) Case. 6. Tutorial for Ad Copy Design (ADCAD). Advertising Design Exercise.