Marketing Management and Strategy

Marketing Management and Strategy : Marketing Engineering Applications

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For undergraduate and graduate level marketing courses in Market Research, Marketing Management and New Product Development and Brand Strategy.

June 2004 update: This title is now available solely through the authors. Students may purchase it online at Please make a note of this change since Prentice Hall will not be reprinting it or able to offer it once our current inventory is depleted.

Focusing on marketing analytics, this popular text moves beyond conceptual marketing toward marketing engineering-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 software fundamentals. All of the software provided relates to the cases presented, yet is independent and can be used separately on other case-problems or on real problems.
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Product details

  • Paperback | 53 pages
  • 198.6 x 282.4 x 9.1mm | 176.9g
  • Pearson
  • New Jersey, United States
  • English
  • 2nd edition
  • 0130084638
  • 9780130084637

Table of contents

1. Conglomerate's New PDA.

Software: Needs-based Segmentation Using Cluster Analysis.

2. ABB Electric Segmentation.

Software: Choice-based Segmentation Using Multinomial Logit Analysis.

3. Product Planning Using the GE/McKinsey Approach at Addison Wesley Longman.

Software: Targeting/Business Prioritization Using GE/McKinsey Approach.

4. Positioning the Infiniti G20.

Software: Product Positioning Using Perceptual Mapping.

5. Syntex Laboratories A.

Software: Resource Allocation Using Response Models (ReAllocator).

6. ADCAD Ad Copy Design Exercise.

Software: Advertising Copy Development Using an Expert System (ADCAD).
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