Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringathe 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.I Chapter summaries highlight key points in each chapter while problem sets and cases enable students to apply the concepts and software. I This book is ... The User Manual includes problem sets and cases, as well as a tutorial for each software package with stepby-step instructions. I The videotape ... 0-32103042-7 INTRODUCING THE G20 In April 1990, Nissana#39;s Infiniti division planned. Chapter 3:anbsp;...
|Title||:||Marketing Management and Strategy|
|Author||:||Gary L. Lilien, Arvind Rangaswamy|