Principles of marketing engineering:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Victoria [u.a.]
Trafford Publ.
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 210 S. Ill., graph. Darst. |
| ISBN: | 9781425135867 9781425113148 1425135862 1425113141 |
Internformat
MARC
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| 245 | 1 | 0 | |a Principles of marketing engineering |c Gary L. Lilien ; Arvind Rangaswamy ; Arnaud de Bruyn |
| 264 | 1 | |a Victoria [u.a.] |b Trafford Publ. |c 2007 | |
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| 650 | 4 | |a Marketing - Prise de décision - Informatique | |
| 650 | 4 | |a Marketing - Prise de décision - Modèles mathématiques | |
| 650 | 4 | |a Datenverarbeitung | |
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| 650 | 4 | |a Marketing |x Decision making |x Data processing | |
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Datensatz im Suchindex
| _version_ | 1804138133959213056 |
|---|---|
| adam_text | PREFACE VII HIGH-POWERED, NETWORKED COMPUTERS VII EXPLODING VOLUMES OF
DATA VII REENGINEERED MARKETING ACTIVITIES VIII OVERVIEW VIII WHAT S
INSIDE IX ACKNOWLEDGMENTS X ABOUT THE AUTHORS XII GARY L. LILIEN XII
ARVIND RANGASWAMY XIII ARNAUD DE BRUYN XIII CHAPTER 1 THE MARKETING
ENGINEERING APPROACH L THE EMERGING MARKETING DECISION ENVIRONMENT 2
TRENDS THAT FAVOR MARKETING ENGINEERING 3 EXAMPLES OF MARKETING
ENGINEERING SUCCESS 6 TOOLS FOR MARKETING ENGINEERING 8 MARKET RESPONSE
MODELS 8 TYPES OF RESPONSE MODELS 9 DYNAMIC EFFECTS 12 MARKET SHARE AND
COMPETITION 13 RESPONSE AT THE INDIVIDUAL CUSTOMER LEVEL 14 OBJECTIVES
14 SHARED EXPERIENCE AND QUALITATIVE MODELS 16 CHOOSING, EVALUATING, AND
BENEFITING FROM A MARKETING ENGINEERING MODEL 18 II BUSINESS VALUE OF
MARKETING ENGINEER- ING: FROM PROMISE TO REALITY 19 STRUCTURE OF THIS
BOOK 19 SUMMARY 21 CHAPTER 2 CUSTOMER VALUE ASSESSMENT AND VALUING
CUSTOMERS 22 THE CONCEPT OF CUSTOMER VALUE 24 CUSTOMER NEEDS AND VALUE
26 UNDERSTANDING CUSTOMER NEEDS 28 APPROACHES TO MEASURING CUSTOMER
VALUE 30 OBJECTIVE CUSTOMER VALUE: SHOULD-DO MEASURES 30 PERCEPTUAL
CUSTOMER VALUE: PLAN-TO-DO MEASURES 34 BEHAVIORAL CUSTOMER VALUE:
HAVE-DONE MEASURES 37 COMPARISON OF CUSTOMER VALUE MEASUREMENT
APPROACHES 40 VALUING CUSTOMERS AND CUSTOMER LIFETIME VALUE 42 SUMMARY
47 CHAPTER 3 SEGMENTATION AND TARGETING 49 THE SEGMENTATION, TARGETING,
AND POSITIONING APPROACH 50 SEGMENTATION ANALYSIS 52 THE STPAPPROACH 54
SEGMENTATION RESEARCH: DESIGNING AND COLLECTING DATA 63 TRADITIONAL
SEGMENTATION 66 REDUCING THE DATA WITH FACTOR ANALYSIS 66 DEVELOPING
MEASURES OF ASSOCIATION 67 IDENTIFYING AND REMOVING OUTLIERS 67 FORMING
SEGMENTS 67 PROFILING SEGMENTS AND INTERPRETING RESULTS 70 TARGETING
INDIVIDUAL CUSTOMERS 72 SUMMARY 76 ILL CHAPTER 4 ~~ ~ POSITIONING 78
POSITIONING THROUGH BRAND LINKAGES 79 POSITIONING USING PERCEPTUAL MAPS
80 COMBINING PERCEPTUAL AND PREFERENCE MAPS 82 ATTRIBUTE-BASED
PERCEPTUAL MAPS 83 PREFERENCE MAPS 87 JOINT-SPACE MAPS 88 TRANSLATING
PREFERENCE TO CHOICE 91 INCORPORATING PRICE AS AN ATTRIBUTE 92 USES AND
LIMITATIONS OF PERCEPTUAL AND PREFERENCE MAPS 93 SUMMARY 95 CHAPTER 5
FORECASTING 97 FORECASTING METHODS 97 JUDGMENTAL METHODS 98 MARKET AND
PRODUCT ANALYSIS METHODS 102 TIME-SERIES METHODS 105 CAUSALMETHODS 107
THE PRODUCT LIFE CYCLE 108 NEW PRODUCT FORECASTING MODELS ILL THE BASS
MODEL 112 PRETEST MARKET FORECASTING AND THE ASSESSOR MODEL 118 WHICH
FORECASTING METHOD TO CHOOSE? 123 SUMMARY 125 CHAPTER 6 NEW PRODUCT AND
SERVICE DESIGN 126 THE NEW PRODUCT DEVELOPMENT PROCESS 127 IV MODELS FOR
IDEA GENERATION AND EVALUATION 130 CREATIVITY SOFTWARE 130 CONJOINT
ANALYSIS FOR PRODUCT DESIGN 134 HOW TO CONDUCT CONJOINT ANALYSIS 137
STRENGTHS AND LIMITATIONS OF CONJOINT ANALYSIS 143 SUMMARY 143 CHAPTER 7
THE MARKETING MIX 145 PRICING DECISIONS 146 THE CLASSICAL ECONOMICS
APPROACH 146 COST-ORIENTED PRICING 149 DEMAND-ORIENTED PRICING 149
COMPETITION-ORIENTED PRICING 150 PRICE DISCRIMINATION 150 PRICING
PRODUCT LINES 154 RESOURCE ALLOCATION AND THE MARKETING COMMUNICATIONS
AND PROMOTIONS MIX 155 ADVERTISING AND IMPERSONAL MARKETING
COMMUNICATIONS 155 ADVERTISING DECISIONS IN PRACTICE 157 SALES FORCE
DECISIONS 159 SALES PROMOTIONS: TYPES AND EFFECTS 164 OBJECTIVES OF
PROMOTIONS 165 CHARACTERISTICS OF PROMOTIONS 166 SUMMARY 171 CHAPTER 8
HARVESTING VALUE FROM MARKETING ENGINEERING 172 THE 10 LESSONS 172
MARKETING ENGINEERING IS MARKETING 172 MARKETING ENGINEERING IS A MEANS
TO AN END 172 MARKETING ENGINEERING FRAMES THE OPPORTUNITY COSTS
ASSOCIATED WITH ALTERNATIVE ACTIONS (OR INACTION) 173 MARKETING MODELS
REQUIRE JUDGMENT 173 MARKETING ENGINEERING AS A WHOLE IS GREATER THAN
THE SUM OF ITS PARTS 173 DATA AND INFORMATION DO NOT AUTOMATICALLY
RESULT IN VALUE 174 MODERN SOFTWARE ALLOWS FOR RAPID PROTOTYPING 174
EVERY MODEL HAS ITS DOWNSIDE 174 MARKETING ENGINEERING REQUIRES LIFELONG
LEARNING 175 MARKETING ENGINEERING INSTRUCTORS SHOULD BE COACHES RATHER
THAN TEACHERS 175 A LOOK AHEAD FOR MARKETING ENGINEERING 176 ONLINE
ANALYTICAL PROCESSING (OLAP) 180 MODELS OFFERED AS WEB SERVICES 181
INTELLIGENT MARKETING SYSTEMS 185 SIMULATIONS 187 GROUPWARE FOR DECISION
SUPPORT 187 IMPROVED MODEL OUTPUTS 188 INSIGHTS FOR BETTER
IMPLEMENTATION OF MARKETING ENGINEERING 189 BE OPPORTUNISTIC 189 START
SIMPLE; KEEP IT SIMPLE 190 WORK BACKWARD: BEGIN WITH AN END IN MIND 190
SCORE INEXPENSIVE VICTORIES 191 DEVELOP A PROGRAM, NOT JUST PROJECTS 191
SUMMARY 192 RESOURCES & READINGS 193 SUBJECT INDEX 196 COMPANY INDEX 201
NAME INDEX 203 REFERENCES 204
|
| adam_txt |
PREFACE VII HIGH-POWERED, NETWORKED COMPUTERS VII EXPLODING VOLUMES OF
DATA VII REENGINEERED MARKETING ACTIVITIES VIII OVERVIEW VIII WHAT'S
INSIDE IX ACKNOWLEDGMENTS X ABOUT THE AUTHORS XII GARY L. LILIEN XII
ARVIND RANGASWAMY XIII ARNAUD DE BRUYN XIII CHAPTER 1 THE MARKETING
ENGINEERING APPROACH L THE EMERGING MARKETING DECISION ENVIRONMENT 2
TRENDS THAT FAVOR MARKETING ENGINEERING 3 EXAMPLES OF MARKETING
ENGINEERING SUCCESS 6 TOOLS FOR MARKETING ENGINEERING 8 MARKET RESPONSE
MODELS 8 TYPES OF RESPONSE MODELS 9 DYNAMIC EFFECTS 12 MARKET SHARE AND
COMPETITION 13 RESPONSE AT THE INDIVIDUAL CUSTOMER LEVEL 14 OBJECTIVES
14 SHARED EXPERIENCE AND QUALITATIVE MODELS 16 CHOOSING, EVALUATING, AND
BENEFITING FROM A MARKETING ENGINEERING MODEL 18 II BUSINESS VALUE OF
MARKETING ENGINEER- ING: FROM PROMISE TO REALITY 19 STRUCTURE OF THIS
BOOK 19 SUMMARY 21 CHAPTER 2 CUSTOMER VALUE ASSESSMENT AND VALUING
CUSTOMERS 22 THE CONCEPT OF CUSTOMER VALUE 24 CUSTOMER NEEDS AND VALUE
26 UNDERSTANDING CUSTOMER NEEDS 28 APPROACHES TO MEASURING CUSTOMER
VALUE 30 OBJECTIVE CUSTOMER VALUE: SHOULD-DO MEASURES 30 PERCEPTUAL
CUSTOMER VALUE: PLAN-TO-DO MEASURES 34 BEHAVIORAL CUSTOMER VALUE:
HAVE-DONE MEASURES 37 COMPARISON OF CUSTOMER VALUE MEASUREMENT
APPROACHES 40 VALUING CUSTOMERS AND CUSTOMER LIFETIME VALUE 42 SUMMARY
47 CHAPTER 3 SEGMENTATION AND TARGETING 49 THE SEGMENTATION, TARGETING,
AND POSITIONING APPROACH 50 SEGMENTATION ANALYSIS 52 THE STPAPPROACH 54
SEGMENTATION RESEARCH: DESIGNING AND COLLECTING DATA 63 TRADITIONAL
SEGMENTATION 66 REDUCING THE DATA WITH FACTOR ANALYSIS 66 DEVELOPING
MEASURES OF ASSOCIATION 67 IDENTIFYING AND REMOVING OUTLIERS 67 FORMING
SEGMENTS 67 PROFILING SEGMENTS AND INTERPRETING RESULTS 70 TARGETING
INDIVIDUAL CUSTOMERS 72 SUMMARY 76 ILL CHAPTER 4 ~~ ~ POSITIONING 78
POSITIONING THROUGH BRAND LINKAGES 79 POSITIONING USING PERCEPTUAL MAPS
80 COMBINING PERCEPTUAL AND PREFERENCE MAPS 82 ATTRIBUTE-BASED
PERCEPTUAL MAPS 83 PREFERENCE MAPS 87 JOINT-SPACE MAPS 88 TRANSLATING
PREFERENCE TO CHOICE 91 INCORPORATING PRICE AS AN ATTRIBUTE 92 USES AND
LIMITATIONS OF PERCEPTUAL AND PREFERENCE MAPS 93 SUMMARY 95 CHAPTER 5
FORECASTING 97 FORECASTING METHODS 97 JUDGMENTAL METHODS 98 MARKET AND
PRODUCT ANALYSIS METHODS 102 TIME-SERIES METHODS 105 CAUSALMETHODS 107
THE PRODUCT LIFE CYCLE 108 NEW PRODUCT FORECASTING MODELS ILL THE BASS
MODEL 112 PRETEST MARKET FORECASTING AND THE ASSESSOR MODEL 118 WHICH
FORECASTING METHOD TO CHOOSE? 123 SUMMARY 125 CHAPTER 6 NEW PRODUCT AND
SERVICE DESIGN 126 THE NEW PRODUCT DEVELOPMENT PROCESS 127 IV MODELS FOR
IDEA GENERATION AND EVALUATION 130 CREATIVITY SOFTWARE 130 CONJOINT
ANALYSIS FOR PRODUCT DESIGN 134 HOW TO CONDUCT CONJOINT ANALYSIS 137
STRENGTHS AND LIMITATIONS OF CONJOINT ANALYSIS 143 SUMMARY 143 CHAPTER 7
THE MARKETING MIX 145 PRICING DECISIONS 146 THE CLASSICAL ECONOMICS
APPROACH 146 COST-ORIENTED PRICING 149 DEMAND-ORIENTED PRICING 149
COMPETITION-ORIENTED PRICING 150 PRICE DISCRIMINATION 150 PRICING
PRODUCT LINES 154 RESOURCE ALLOCATION AND THE MARKETING COMMUNICATIONS
AND PROMOTIONS MIX 155 ADVERTISING AND IMPERSONAL MARKETING
COMMUNICATIONS 155 ADVERTISING DECISIONS IN PRACTICE 157 SALES FORCE
DECISIONS 159 SALES PROMOTIONS: TYPES AND EFFECTS 164 OBJECTIVES OF
PROMOTIONS 165 CHARACTERISTICS OF PROMOTIONS 166 SUMMARY 171 CHAPTER 8
HARVESTING VALUE FROM MARKETING ENGINEERING 172 THE 10 LESSONS 172
MARKETING ENGINEERING IS MARKETING 172 MARKETING ENGINEERING IS A MEANS
TO AN END 172 MARKETING ENGINEERING FRAMES THE OPPORTUNITY COSTS
ASSOCIATED WITH ALTERNATIVE ACTIONS (OR INACTION) 173 MARKETING MODELS
REQUIRE JUDGMENT 173 MARKETING ENGINEERING AS A WHOLE IS GREATER THAN
THE SUM OF ITS PARTS 173 DATA AND INFORMATION DO NOT AUTOMATICALLY
RESULT IN VALUE 174 MODERN SOFTWARE ALLOWS FOR RAPID PROTOTYPING 174
EVERY MODEL HAS ITS DOWNSIDE 174 MARKETING ENGINEERING REQUIRES LIFELONG
LEARNING 175 MARKETING ENGINEERING INSTRUCTORS SHOULD BE COACHES RATHER
THAN TEACHERS 175 A LOOK AHEAD FOR MARKETING ENGINEERING 176 ONLINE
ANALYTICAL PROCESSING (OLAP) 180 MODELS OFFERED AS WEB SERVICES 181
INTELLIGENT MARKETING SYSTEMS 185 SIMULATIONS 187 GROUPWARE FOR DECISION
SUPPORT 187 IMPROVED MODEL OUTPUTS 188 INSIGHTS FOR BETTER
IMPLEMENTATION OF MARKETING ENGINEERING 189 BE OPPORTUNISTIC 189 START
SIMPLE; KEEP IT SIMPLE 190 WORK BACKWARD: BEGIN WITH AN END IN MIND 190
SCORE INEXPENSIVE VICTORIES 191 DEVELOP A PROGRAM, NOT JUST PROJECTS 191
SUMMARY 192 RESOURCES & READINGS 193 SUBJECT INDEX 196 COMPANY INDEX 201
NAME INDEX 203 REFERENCES 204 |
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| author_role | aut aut aut |
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| discipline_str_mv | Wirtschaftswissenschaften |
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| id | DE-604.BV035146646 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:29:07Z |
| indexdate | 2024-07-09T21:23:21Z |
| institution | BVB |
| isbn | 9781425135867 9781425113148 1425135862 1425113141 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016813965 |
| oclc_num | 163587630 |
| open_access_boolean | |
| owner | DE-N2 DE-11 |
| owner_facet | DE-N2 DE-11 |
| physical | XIV, 210 S. Ill., graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Trafford Publ. |
| record_format | marc |
| spelling | Lilien, Gary L. 1946- Verfasser (DE-588)133632148 aut Principles of marketing engineering Gary L. Lilien ; Arvind Rangaswamy ; Arnaud de Bruyn Victoria [u.a.] Trafford Publ. 2007 XIV, 210 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Informatique Marketing - Prise de décision - Informatique Marketing - Prise de décision - Modèles mathématiques Datenverarbeitung Mathematisches Modell Marketing Data processing Marketing Decision making Data processing Marketing Decision making Mathematical models Marktanalyse (DE-588)4037624-2 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Computerunterstütztes Verfahren (DE-588)4139030-1 gnd rswk-swf Marketing (DE-588)4037589-4 s Computerunterstütztes Verfahren (DE-588)4139030-1 s DE-604 Marketingstrategie (DE-588)4120697-6 s Marktanalyse (DE-588)4037624-2 s 1\p DE-604 Rangaswamy, Arvind Verfasser aut De Bruyn, Arnaud 1973- Verfasser (DE-588)13004542X aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016813965&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Lilien, Gary L. 1946- Rangaswamy, Arvind De Bruyn, Arnaud 1973- Principles of marketing engineering Marketing - Informatique Marketing - Prise de décision - Informatique Marketing - Prise de décision - Modèles mathématiques Datenverarbeitung Mathematisches Modell Marketing Data processing Marketing Decision making Data processing Marketing Decision making Mathematical models Marktanalyse (DE-588)4037624-2 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd |
| subject_GND | (DE-588)4037624-2 (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4139030-1 |
| title | Principles of marketing engineering |
| title_auth | Principles of marketing engineering |
| title_exact_search | Principles of marketing engineering |
| title_exact_search_txtP | Principles of marketing engineering |
| title_full | Principles of marketing engineering Gary L. Lilien ; Arvind Rangaswamy ; Arnaud de Bruyn |
| title_fullStr | Principles of marketing engineering Gary L. Lilien ; Arvind Rangaswamy ; Arnaud de Bruyn |
| title_full_unstemmed | Principles of marketing engineering Gary L. Lilien ; Arvind Rangaswamy ; Arnaud de Bruyn |
| title_short | Principles of marketing engineering |
| title_sort | principles of marketing engineering |
| topic | Marketing - Informatique Marketing - Prise de décision - Informatique Marketing - Prise de décision - Modèles mathématiques Datenverarbeitung Mathematisches Modell Marketing Data processing Marketing Decision making Data processing Marketing Decision making Mathematical models Marktanalyse (DE-588)4037624-2 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd |
| topic_facet | Marketing - Informatique Marketing - Prise de décision - Informatique Marketing - Prise de décision - Modèles mathématiques Datenverarbeitung Mathematisches Modell Marketing Data processing Marketing Decision making Data processing Marketing Decision making Mathematical models Marktanalyse Marketingstrategie Marketing Computerunterstütztes Verfahren |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016813965&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT liliengaryl principlesofmarketingengineering AT rangaswamyarvind principlesofmarketingengineering AT debruynarnaud principlesofmarketingengineering |