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Principles of Marketing Engineering

Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn
Type: Print Book
Genre: Business & Economics
Language: English
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We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.

We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.

The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the Microsoft Excel-based software tools, cases and exercises. That material, in concert with the descriptions here will both inform and help marketing engineers translate concepts into context-specific operational decisions and actions.

Subject Areas
The Principles of Marketing Engineering book includes the following topics:

* Market Response Models
* Customer Value Assessment and Valuing Customers
* Segmentation and Targeting
* Positioning Analysis
* Forecasting
* New Product and Service Design
* The Marketing Mix

About the Authors

Gary L. Lilien, who coined the term Marketing Engineering, is Distinguished researcher Professor of Management Science at the Smeal College of Business at Penn State, an organization aimed at fostering research and interchange in non-consumer markets. He holds three degrees in operations research from the School of Engineering at Columbia University. Previously, Prof. Lilien was a member of the faculty at the Sloan School at MIT. His research interests include Marketing Engineering, market segmentation, new products, bargaining and negotiations, modeling the industrial buying process, and innovation diffusion modeling.

He is the author or co-author of 12 books (including Marketing Models with Philip Kotler) and more than 90 professional articles. He was the Marketing Departmental Editor for Management Science; on the editorial board of International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces functions as Area Editor for Marketing Science. He was Editor in Chief of Interfaces for six years.

Prof. Lilien belongs to INFORMS, the American Marketing Association, the Product Development and Management Association, and the European Marketing Academy. He has served on the NSF advisory panel for the Decision of Management Sciences program. In addition, he is the former President of a Vice President/Publications for The Institute of Management Sciences, as well as Vice President/Publications for the Institute of Management Sciences program. In addition, as Vice President of External Relations and Inaugural Fellow of the European Marketing Academy and member of the board of directors of the INFORMS college on Marketing. An Inaugural INFORMS Fellow, Prof. Lilien also was honored as Morse Lecturer for INFORMS and received the Kimball Medal for distinguished contributions to the field of operations research. He is a winner of the Alpha Kappa Psi award for the outstanding article in the Journal of Marketing and has received honorary doctorates from the University of Leige, the University of Ghent and Aston University.

In addition to his teaching and research, Prof. Lilien consults for many companies, including ARCELOR, AT&T, BP, CTCA, Dow, Dupont, Eastman Chemical, Exelon, The Federal Reserve Bank, GE, Goodyear, IBM, Pillsbury, Pfizer, Pitney Bowes, PPG, Sprint, and Xerox. He serves as well as a principal of the Marketing Engineering consultancy Decision Pro (

Prof. Lilien is three-time winner and seven-time finalist in the Penn State Squash Club Championship and has substantial collections of fine wines and unusual porcine objects.

Arvind Rangaswamy is the Jonas H. Anchel Professor of Marketing at Penn State, where his is also cofounder and Research Director of the eBusiness Research Center. He received his doctorate in marketing from Northwestern University; an MBA form Indian Institute of Management, Calcutta; and a B. Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J.L. Kellogg Graduate School of Management Northwestern University, and the Wharton School University Pennsylvania. He is actively engaged in research to develop concepts, methods, and models that will improve the efficiency and effectiveness of marketing through the use of information technologies, as well as investigations of topics such as marketing modeling, online customer behavior, networked markets and Internet business models. He currently teaches graduate courses in Marketing Engineering and e-Marketing.

Prof. Rangaswamy has published numerous articles in such leading journals as Marketing Science, Journal of Marketing Research, Management Science, Journal of Marketing, International Journal of Research of Marketing, Marketing Letters, Psychometrika, Multivariate Behavioral Research, and Journal of Economics and Statistics. He is an Area Editor for Marketing Science and serves on the editorial boards of the Journal of Interactive marketing; International Journal of Intelligent Systems in Accounting, Finance and Management; Journal of Service Research; Journal of Business-to-Business Marketing; and Journal of Electronic Commerce.

A Felloe of he IC2Institute, and IBM Faculty Partner and the Chair of the e-Business Section of INFOMRS, Prof Rangaswamy also has consulted for various leading companies including, most recently, Bristol-Myers Squibb, Johnson & Johnson, Pfider, Syngenta, UCB Pharma, Unisys, and Xerox. He also is principal of the Marketing Engineering consultancy DecisionPro (

Prof Rangaswamy is an avid and successful trader on eBay and other auctions, where he blends his research with his personal interest in rare Indian stamps and postal history.

Arnaud De Bruyn is Assistant Professor of Marketing at ESSEC Business School, Paris, France and Associate Director for the Marketing Engineering Program at the Institute for the Study of Business Markets at Penn State.

He received a Ph.D. in marketing form Penn State and a Master in Economics from the University of Liege, Belgium. His research interests, teaching, and consulting practice coincide at the frontier of marketing, operations research, and computer science, particularity on the domains of customer relationship management, database, marketing, and Marketing Engineering. These domains encompass various applications for customer segmentation, targeting, positioning, Lifetime value analysis, direct marketing conjoint analysis, and online recommender systems; He also develops computer programs and Web applications.

Prof. De Bruyn has consulted for several companies and non-profit organizations in the areas of direct marketing fundraising, database marketing, and data analysis; just recent consulting engagements include the French Red Cross, the Salvation Army, UMP, The Gustave Roussy Institute, The Curie Institute, Cancer Treatment Centers of America, Pedigree, The French Postal Services, and Ernst & Young.

Prof. De Bruyn is a passionate player of role-playing, diplomatic, and strategy games.

Book Details

Number of Pages: 232
Dimensions: 7.00"x10.00"
Interior Pages: B&W
Binding: Paperback (Perfect Binding)
Availability: In Stock (Print on Demand)

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