Marketing Research

Marketing Research : 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 | 39 pages
  • 206.2 x 280.9 x 6.6mm | 140.62g
  • Pearson
  • United States
  • English
  • 2nd edition
  • 0130084557
  • 9780130084552

Table of contents

1. Conglomerate's New PDA Case.

Software: Needs-based Segmentation Using Cluster Analysis.

2. Bookbinder's Book Club Case.

Software: Sing Regression and Multinominal Logit Analysis for Targeting.

3. Positioning the Infiniti G20 Case.

Product Positioning Using Perceptual Mapping.

4. Forte Hotel Design Case.

Software: Product Design Using Conjoint Analysis.

5. ICI Americas R&D Project Selection Case.

Software: Making Decisions Under Uncertainty Using Decision Trees (TreeAge).

6. J&J Family Video Case.

Software: Retail Site Location Using Geodemographic Data and Models (ScanUs).

7. MassMart Inc. Case.

Software: Promotional Analysis Using Scanner Panel Data and Multinomial Logit Analysis.
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