Marketing Engineering: Computer-Assisted Marketing Analysis and Planning

Volume: 51, Issue: 7, Pages: 891 - 891
Published: Jul 1, 2000
Abstract
I. THE BASICS. 1. Introduction. 2. Tools for Marketing Engineering: Market Response Models. II. DEVELOPING MARKET STRATEGIES. 3. Segmentation and Targeting. 4. Positioning. 5. Strategic Market Analysis: Conceptual Framework and Tools. 6. Models for Strategic Marketing Decision Making. III. DEVELOPING MARKETING PROGRAMS. 7. New Product Decisions. 8. Advertising and Communication Decisions. 9. Salesforce and Channel Decisions. 10. Price and Sales...
Paper Details
Title
Marketing Engineering: Computer-Assisted Marketing Analysis and Planning
Published Date
Jul 1, 2000
Volume
51
Issue
7
Pages
891 - 891
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