Principles of Marketing Engineering and Analytics

by Arvind Rangaswamy, Gary L Lilien, Arnaud De Bruyn

Book Overview

The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering- putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). While many view traditional marketing as art and some...

• Format: Paperback
• Language: English
• ISBN: 0985764821
• ISBN13: 9780985764821
• Release Date: April 2017
• Publisher: Decisionpro, Inc.
• Length: 328 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.7" x 7.0" x 10.0"