Marketing Management and Strategy
Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringa€”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 featuring Advertising Copy Development Using an Expert System (ADCAD). For marketing strategy professionals.The accompanying case looks at positioning the Infiniti G20: given customer perceptions and preferences for new cars, how ... Allocation Using Response Models (ReAllocator): This software addresses a fundamental marketing problem : Howanbsp;...
| Title | : | Marketing Management and Strategy |
| Author | : | Gary L. Lilien, Arvind Rangaswamy |
| Publisher | : | - 2003 |
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