New Product and Brand Managment: Marketing Engineering Applications (2nd Edition)
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Type
Book
Authors
ISBN 10
0130084646
ISBN 13
9780130084644
Category
Unknown
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Publication Year
2002
Publisher
Pages
68
Tags
Description
Focusing on marketing analytics this popular series 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 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, Product Planning Using the GE/McKinsey Approach at Addition Wesley Longman featuring Targeting/Business Prioritization Using GE/McKinsey Approach, Positioning the Infiniti G20 featuring Product Positioning Using Perceptual Mapping, Forte Hotel Design Case featuring Product Design Using Conjoint Analysis, Johnson Wax: Enhance (A) Case featuring New Product Assessment and Forecasting Using the ASSESSOR Model. For New Product Marketing professionals. - from Amzon
Number of Copies
1
Library | Accession‎ No | Call No | Copy No | Edition | Location | Availability |
---|---|---|---|---|---|---|
Main | 401 | 1 | Yes |