Principles of marketing engineering - Lilien, Gary L. 1946-; Rangaswamy, Arvind; De Bruyn, Anaud (State College : DecisionPro, 2013)
The marketing engineering approach -- Costumer value assessment and valuing customers -- Segmentation and targeting -- Positioning -- Forecasting -- New product design -- The marketing mix -- Harvesting value from marketing -- Resources & readings -- Subject index -- Company index -- Name index -- References.
Keywords: Marketing -- Engineering