Marketing engineering : computer-assisted marketing analysis and planning
著者
書誌事項
Marketing engineering : computer-assisted marketing analysis and planning
Prentice Hall, c2003
2nd ed
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注記
Includes bibliographical references (p. [481]-497) and index
"Co-sponsored by ISBM, Institute for the Study of Business Markets"--T.p.
内容説明・目次
内容説明
Turning conceptual marketers into marketing engineers.
June 2004 update: This title is now available solely through the authors. Students may purchase it online at http://www.trafford.com/4dcgi/view-item?item=5338 Please make a note of this change since Prentice Hall will not be reprinting this title or able to offer it once our current inventory is depleted.
Marketing professionals today are surrounded by information technology, which they need to exploit to succeed in their markets. This is a major change from the days when conceptual skills alone might have been sufficient to be a successful marketer. Today's marketers need to go beyond conceptual marketing and embrace marketing engineering, using data, information technologies, and computer decision models to make marketing decisions. In the new edition of this text, the authors integrate concepts, analytic marketing techniques, and a software toolkit to train the new generation of marketers to become successful marketing engineers.
目次
I. THE BASICS.
1. Introduction.
2. Tools for Marketing Engineering: Market Response Models.
II. DEVELOPING MARKET STRATEGIES.
3. Segmentation and Targeting.
4. Positioning.
5. Strategic Market Analysis: Conceptual Framework and Tools.
6. Models for Strategic Marketing Decision Making.
III. DEVELOPING MARKETING PROGRAMS.
7. New Product Decisions.
8. Advertising and Communication Decisions.
9. Salesforce and Channel Decisions.
10. Price and Sales Promotion Decisions.
IV. CONCLUSIONS.
11. Marketing Engineering: A Look Back and a Look Ahead.
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