PDF-[EPUB] - Principles of Marketing Engineering and Analytics

The 21st century business environment demands more analysis and rigor in marketing decision making And the business press is abuzz with the wonders of analytics Increasingly marketing decision making is becoming like design engineering putting together concepts data analyses and simulations to learn about the marketplace analytics and to design effective marketing plans engineering While many view traditional marketing as art and some view it as science the new marketing increasingly looks like engineering that is combining art and science to solve specific problems We offer an accessible overview of the most widely used marketing engineering and analytics 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 and analytics The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the software tools cases and exercises available at wwwDecisionProbiz That material in concert with the descriptions here will both inform the reader and translate the concepts here into contextspecific decisions and actions. 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