Marketing Engineering: Computer-Assisted Marketing Analysis and Planning
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TL;DR
This paper presents a meta-analysis of Marketing Engineering: A Look Back and a Look Ahead of the Strategic Market Analysis: Conceptual Framework and Tools, which outlines the techniques used for Strategic Marketing Decision Making.
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 Promotion Decisions. IV. CONCLUSIONS. 11. Marketing Engineering: A Look Back and a Look Ahead.