Book Description

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.

The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. 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 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.

** The latest edition includes up-to-date examples and references as well as a new chapter on the digital online revolution in marketing and its implications for online advertising. In addition, the edition now incorporates some basic financial concepts (ROI, Breakeven Analysis, and Opportunity Cost) and other tools essential to the new domain of marketing analytics. **

Subject Areas

The Principles of Marketing Engineering and Analytics 3rd Edition includes the following topics:

• Market Response Models
• Customer Value Assessment and Valuing Customers
• Segmentation and Targeting
• Positioning Analysis
• Forecasting
• New Product and Service Design
• Digital Marketing
• The Marketing Mix

Table of Contents

Chapter 1 The Marketing Engineering Approach

THE MARKETING DECISION ENVIRONMENT
Trends that Favor Marketing Engineering 
Examples of Marketing Engineering Success 

BASIC ECONOMIC CONCEPTS FOR ANALYZING MARKETING ACTIONS

TOOLS FOR MARKETING ENGINEERING
Market Response Models
Types of Response Models 
Dynamic Effects 
Market Share and Competition 
Response at the Individual Customer Level 
Objectives 
Shared Experience and Qualitative Models 
Choosing, Evaluating, and Benefiting from a Marketing Engineering Model 

BUSINESS VALUE OF MARKETING ENGINEERING: FROM PROMISE TO REALITY

STRUCTURE OF THIS BOOK

SUMMARY

Chapter 2 Customer Value Assessment and Valuing Customers

THE CONCEPT OF CUSTOMER VALUE
Customer Needs and Value 
Understanding Customer Needs 

APPROACHES TO MEASURING CUSTOMER VALUE
Objective Customer Value: Should-Do Measures
Perceptual Customer Value: Plan-to-Do Measures 
Behavioral Customer Value: Have-Done Measures 
Comparison of Customer Value Measurement Approaches 

VALUING CUSTOMERS AND CUSTOMER LIFETIME VALUE

SUMMARY

Chapter 3 Segmentation and Targeting

THE SEGMENTATION, TARGETING, AND POSITIONING APPROACH

SEGMENTATION ANALYSIS
The STP Approach 
Segmentation Research: Designing and Collecting Data 

TRADITIONAL SEGMENTATION
Reducing the Data with Factor Analysis 
Developing Measures of Association 
Identifying and Removing Outliers 
Forming Segments 
Profiling Segments and Interpreting Results 

TARGETING INDIVIDUAL CUSTOMERS

IMPLEMENTATION BARRIERS AND SOLUTIONS
Front End Barriers
Research and Analytics Barriers
Implementation Barriers

SUMMARY

Chapter 4 Positioning

POSITIONING THROUGH BRAND LINKAGES

POSITIONING USING PERCEPTUAL MAPS

COMBINING PERCEPTUAL AND PREFERENCE MAPPING
Attribute-Based Perceptual Maps 
Preference Maps 
Joint-Space Maps 

TRANSLATING PREFERENCE TO CHOICE

REVERSE MAPPING (FROM MAP TO RAW DATA)

INCORPORATING PRICE AS AN ATTRIBUTE

USES AND LIMITATIONS OF PERCEPTUAL AND PREFERENCE MAPS

SUMMARY

Chapter 5 Forecasting

FORECASTING METHODS
Judgmental Methods 
Market and Product Analysis Methods 
Time-Series Methods 
Regression and Econometric Methods 
The Product Life Cycle 

NEW PRODUCT FORECASTING MODELS
The Bass Model 
Pretest Market Forecasting and the ASSESSOR Model 

WHICH FORECASTING METHOD TO CHOOSE?

SUMMARY

Chapter 6 New Product and Service Design

THE NEW PRODUCT DEVELOPMENT PROCESS

MODELS FOR IDEA GENERATION AND EVALUATION
Creativity Software 

CONJOINT ANALYSIS FOR PRODUCT DESIGN
How to Conduct Conjoint Analysis 
Strengths and Limitations of Conjoint Analysis 

SUMMARY

Chapter 7 The Marketing Mix

PRICING DECISIONS
The Classical Economics Approach 
Cost-Oriented Pricing 
Demand-Oriented Pricing 
Competition-Oriented Pricing 
Price Discrimination and Revenue Management
Pricing Product Lines 

RESOURCE ALLOCATION AND THE MARKETING COMMUNICATIONS AND PROMOTIONS MIX
Advertising and Impersonal Marketing Communications 
Advertising Decisions in Practice 
Sales Force Decisions 

SALES PROMOTIONS: TYPES AND EFFECTS
Objectives of Promotions 
Characteristics of Promotions 

SUMMARY

chapter 8 The Digital, Online Revolution in Marketing

THE EVOLUTION OF ONLINE TECHNOLOGIES

ONLINE ADVERTISING VERSUS TRADITIONAL ADVERTISING

SEARCH ANALYTICS
Search Engines and Search Advertising
Google’s AdWords Platform
Measuring the Effectiveness of Online Advertising
Improving Paid Search Performance

SOCIAL LISTENING AND TEXT ANALYSIS

PANEL DATA ANALYSIS

SUMMARY

Chapter 9 Harvesting Value from Marketing Engineering

THE 10 LESSONS
Marketing Engineering Is Marketing 
Marketing Engineering Is a Means to an End 
Marketing Engineering Frames the Opportunity Costs Associated with Alternative Actions (or Inaction) 
Marketing Models Require Judgment 
Marketing Engineering as a Whole Is Greater than the Sum of its Parts 
Data and Information Do Not Automatically Result in Value 
Modern Software Allows for Rapid Prototyping 
Every Model Has its Downside 
Marketing Engineering Requires Lifelong Learning 
Marketing Engineering Instructors Should Be Coaches Rather than Teachers 

A LOOK AHEAD FOR MARKETING ENGINEERING
Online Analytical Processing (OLAP) 
Models Offered as Web Services 
Intelligent Marketing Systems 
Simulations 
Groupware for Decision Support 
Improved Model Outputs 

INSIGHTS FOR BETTER IMPLEMENTATION OF MARKETING ENGINEERING
Be Opportunistic
Start Simple; Keep It Simple 
Work Backward: Begin with an End in Mind 
Score Inexpensive Victories 
Develop a Program, Not Just Projects
Make Marketing Engineering a Team Sport 

SUMMARY

Student Copies

If you would like to use Principles of Marketing Engineering in your classroom, there are several ways your student may access the text in either printed or ebook format.

Printed:

University Bookstore (or Instructor) Purchase: University bookstores (or instructors) may purchase discounted copies of the texts directly from DecisionPro for resell or distribution to students.

Student Purchase: Students may purchase printed copies of the text directly from DecisionPro or numerous other online channels such as Amazon.

EBOOK:

University Purchase:  An PDF version of the text may be purchased as an add on to the university software package.

Student Purchase: Students may purchase an ebook version of the text via the Google Play Store (not available in all countries). 

Instructor Evaluation Copy

Confirmed instructors on our website may receive a complimentary copy of the Principles of Marketing Engineering and Analytics 3rd Edition.

Content only available to registered instructors.

Book Description

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.

The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. 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 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.

Subject Areas

The Principles of Marketing Engineering 2nd Edition includes the following topics:

• Market Response Models
• Customer Value Assessment and Valuing Customers
• Segmentation and Targeting
• Positioning Analysis
• Forecasting
• New Product and Service Design
• The Marketing Mix

Table of Contents

Chapter 1 The Marketing Engineering Approach

THE EMERGING MARKETING DECISION ENVIRONMENT
Trends that Favor Marketing Engineering 
Examples of Marketing Engineering Success 

TOOLS FOR MARKETING ENGINEERING
Market Response Models
Types of Response Models 
Dynamic Effects 
Market Share and Competition 
Response at the Individual Customer Level 
Objectives 
Shared Experience and Qualitative Models 
Choosing, Evaluating, and Benefiting from a Marketing Engineering Model 

BUSINESS VALUE OF MARKETING ENGINEERING: FROM PROMISE TO REALITY

STRUCTURE OF THIS BOOK

SUMMARY

Chapter 2 Customer Value Assessment and Valuing Customers

THE CONCEPT OF CUSTOMER VALUE
Customer Needs and Value 
Understanding Customer Needs 

APPROACHES TO MEASURING CUSTOMER VALUE
Objective Customer Value: Should-Do Measures
Perceptual Customer Value: Plan-to-Do Measures 
Behavioral Customer Value: Have-Done Measures 
Comparison of Customer Value Measurement Approaches 

VALUING CUSTOMERS AND CUSTOMER LIFETIME VALUE

SUMMARY

Chapter 3 Segmentation and Targeting

THE SEGMENTATION, TARGETING, AND POSITIONING APPROACH

SEGMENTATION ANALYSIS
The STP Approach 
Segmentation Research: Designing and Collecting Data 

TRADITIONAL SEGMENTATION
Reducing the Data with Factor Analysis 
Developing Measures of Association 
Identifying and Removing Outliers 
Forming Segments 
Profiling Segments and Interpreting Results 

TARGETING INDIVIDUAL CUSTOMERS

SUMMARY

Chapter 4 Positioning

POSITIONING THROUGH BRAND LINKAGES

POSITIONING USING PERCEPTUAL MAPS

COMBINING PERCEPTUAL AND PREFERENCE MAPPING
Attribute-Based Perceptual Maps 
Preference Maps 
Joint-Space Maps 

TRANSLATING PREFERENCE TO CHOICE

REVERSE MAPPING (FROM MAP TO RAW DATA)

INCORPORATING PRICE AS AN ATTRIBUTE

USES AND LIMITATIONS OF PERCEPTUAL AND PREFERENCE MAPS

SUMMARY

Chapter 5 Forecasting

FORECASTING METHODS
Judgmental Methods 
Market and Product Analysis Methods 
Time-Series Methods 
Causal Methods 
The Product Life Cycle 

NEW PRODUCT FORECASTING MODELS
The Bass Model 
Pretest Market Forecasting and the ASSESSOR Model 

WHICH FORECASTING METHOD TO CHOOSE?

SUMMARY

Chapter 6 New Product and Service Design

THE NEW PRODUCT DEVELOPMENT PROCESS

MODELS FOR IDEA GENERATION AND EVALUATION
Creativity Software 

CONJOINT ANALYSIS FOR PRODUCT DESIGN
How to Conduct Conjoint Analysis 
Strengths and Limitations of Conjoint Analysis 

SUMMARY

Chapter 7 The Marketing Mix

PRICING DECISIONS
The Classical Economics Approach 
Cost-Oriented Pricing 
Demand-Oriented Pricing 
Competition-Oriented Pricing 
Price Discrimination 
Pricing Product Lines 

RESOURCE ALLOCATION AND THE MARKETING COMMUNICATIONS AND PROMOTIONS MIX
Advertising and Impersonal Marketing Communication 
Advertising Decisions in Practice 
Sales Force Decisions 

SALES PROMOTIONS: TYPES AND EFFECTS
Objectives of Promotions 
Characteristics of Promotions 

SUMMARY

Chapter 8 Harvesting Value from Marketing Engineering

THE 10 LESSONS
Marketing Engineering Is Marketing 
Marketing Engineering Is a Means to an End 
Marketing Engineering Frames the Opportunity Costs Associated with Alternative Actions (or Inaction) 
Marketing Models Require Judgment 
Marketing Engineering as a Whole Is Greater than the Sum of its Parts 
Data and Information Do Not Automatically Result in Value 
Modern Software Allows for Rapid Prototyping 
Every Model Has its Downside 
Marketing Engineering Requires Lifelong Learning 
Marketing Engineering Instructors Should Be Coaches Rather than Teachers 

A LOOK AHEAD FOR MARKETING ENGINEERING
Online Analytical Processing (OLAP) 
Models Offered as Web Services 
Intelligent Marketing Systems 
Simulations 
Groupware for Decision Support 
Improved Model Outputs 

INSIGHTS FOR BETTER IMPLEMENTATION OF MARKETING ENGINEERING
Be Opportunistic
Start Simple; Keep It Simple 
Work Backward: Begin with an End in Mind 
Score Inexpensive Victories 
Develop a Program, Not Just Projects
Make Marketing Engineering a Team Sport 

SUMMARY

Student Copies

If you would like to use Principles of Marketing Engineering in your classroom, there are several ways your student may access the text in either printed or ebook format.

Printed:

University Bookstore (or Instructor) Purchase: University bookstores (or instructors) may purchase discounted copies of the texts directly from DecisionPro for resell or distribution to students.

Student Purchase: Students may purchase printed copies of the text directly from DecisionPro or numerous other online channels such as Amazon.

EBOOK:

University Purchase:  An PDF version of the text may be purchased as an add on to the university software package.

Student Purchase: Students may purchase an ebook version of the text via the Google Play Store (not available in all countries). 

Instructor Evaluation Copy

Confirmed instructors on our website may receive a complimentary copy of the Principles of Marketing Engineering 2nd Edition.

Content only available to registered instructors.

Book Description

We have designed this book primarily for the graduate business school student, who, with strong technical background or training, must understand the analytics behind the models associated with Marketing Engineering.

Our Marketing Engineering Revised 2nd Edition text provides a complete treatment of both the concepts and the models involved in marketing engineering. Package includes text,  software (please note that software is no longer included with this text), and cases, and is designed for the more analytical students and for dedicated courses. This book can be used with our new software (Marketing Engineering for Excel), with some adjustments. Please view our transition guide for more details.

A Note from the Author:

Dear Marketing Engineering Revised 2nd Edition User:

The several editions of Marketing Engineering that we have published since 1998 have been aimed at a fairly narrow, somewhat technical audience interested in bringing more scientific rigor to the marketing discipline. Versions of that book were adopted by more than 150 business schools on five continents. In 2007 we published Principles of Marketing Engineering to reach a broader, less technical audience. A key complement of that book, in response to user feedback, was Marketing Engineering for Excel (ME>XL), i.e., our Marketing Engineering software as an Excel Add-in. The response to that effort has been extremely positive and we have abandoned the original Marketing Engineering software platform, the one that produced the software complement to previous editions of this book.

Hence, as the note on the cover indicates, software is not included with the book. More importantly, when we reference software in the book, those references refer to a version of the software that is no longer available.

Gary Lilien

Subject Areas

The Marketing Engineering Revised 2nd Edition book includes the following topics: 

• Market Response Models
• Segmentation and Targeting
• Positioning Analysis
• Strategic Market Analysis
  • Market Demand and Trend Analysis
  • Product Life Cycle
• Strategic Marketing Decision Making
  • Shared Experience Models: The PIMS Approach
  • Product Portfolio Models: The GE/McKinsey Approach
• New Product Decisions
  • Conjoint Analysis for Product Design
  • Forecasting Sales using the Bass Model
  • Pretest Market Forecasting with the Assessor Model
• Advertising and Communication Decisions
• Salesforce and Channel Decisions
  • Reallocator Model
  • CALLPLAN Model
• Price and Sales Promotion Decisions

Table of Contents

PART I The Basics

Chapter 1 Introduction

Marketing Engineering: From Mental Models to Decision Models.
Marketing and marketing management
Marketing engineering
Why marketing engineering

Marketing Decision Models
Definition
Characteristics of decision models
Verbal, graphical, and mathematical models
Descriptive and normative decision models 

Benefits of Using Decision Models

Philosophy and Structure of the Book
Philosophy
Objectives and structure of the book
Design criteria for the software 

Overview of the Software
Software access options
Running marketing engineering 

Summary

How Many Draft Commercial Exercise

Chapter 2 Tools for Marketing Engineering: Market Response Models

Why Response Models?

Types of Response Models

Some Simple Market Response Models

Calibration

Objectives

Multiple Marketing-Mix Elements: Interactions

Dynamic Effects

Market-Share Models and Competitive Effects

Response at the Individual Customer Level

Shared Experience and Qualitative Models

Choosing, Evaluating and Benefiting From a Marketing Response Model

Summary

Appendix: About Excel's Solver

How Solver Works

Conglomerate, Inc. Promotional Analysis

Conglomerate, Inc. Response Model Exercise

PART II Developing Market Strategies

Chapter 3 Segmentation and Targeting

The Segmentation Process
Defining segmentation
Segmentation theory and practice
The STP approach
Segmenting markets (Phase 1)
Describing market segments (Phase 2)
Evaluating segment attractiveness (Phase 3)
Selecting target segments and allocating resources to segments (Phase 4) 
Finding targeted customers (Phase 5)

Defining a Market

Segmentation Research: Designing and Collecting Data
Developing the measurement instrument
Selecting the sample
Selecting and aggregating respondents

Segmentation Methods
Using factor analysis to reduce the data
Forming segments by cluster analysis: Measures of association
Clustering methods
Interpreting segmentation study results

Behavior-Based Segmentation: Cross-Classification, Regression and Choice Models
Cross-classification analysis
Regression analysis
Choice-based segmentation

Customer Heterogeneity in Choice Models

Implementing the STP Process

Summary

Conglomerates Inc.'s New PDA (2001)

Introducing the Connector

The History of the PDA

PDA Types

The PDA Customer

PDA Features

Facts about the PDA Market

The HCV Survey

The Questionnaire
Questions for determining segmentation-basis or needs variables
Questions for determining variables for discriminate analysis

Appendix: PDA Features Guide
Operating system
Screen
Memory
Ergonomics
Synchronization
Batteries
Modem & online services
Web
E-mail, etc.
Handwriting recognition
Other software
Accessories
Audio 

ABB Electric Segmentation Case

History

Situation in 1974

New strategy at ABB Electric

Establish the MKIS Program

Choice Modeling

Postscript: situation in 1988

Chapter 4 Positioning

Differentiation and Positioning
Definition
Positioning Strategy

Positioning Using Perceptual Maps

Applications of Perceptual Maps

Perceptual Mapping Techniques
Attribute-based methods
Similarity-based methods for perceptual mapping

Joint-Space Maps
Overview
Simple joint-space maps
External analysis using PREFMAP3

Incorporation Price in Perceptual Maps

Summary

Appendix: Factor Analysis for Preprocessing Segmentation Data

Positioning the Infinity G20 Case

Introducing the G20

Background

Research Data

Chapter 5 Strategic Market analysis: Conceptual Framework and tools

Strategic Marketing Decision Making

Market Demand and Trend Analysis
Judgmental methods
Market and product analysis
Time-series methods
Causal methods
What method to choose

The Product Life Cycle

Cost Dynamics: Scale and Experience Effects

Summary

Bookbinders Book Club Case

The Bookbinders Book Club

Chapter 6 Modems for Strategic Marketing Decision Making 

Market Entry and Exit Decisions

Shared Experience Models: The PIMS Approach

Product Portfolio Models
The Boston Consulting Group (BCG) approach
The GE/McKinsey approach
Financial models
Analytical Hierarchy Process

Competition

Summary

ICI Americas R&D Project Selection Case

Product Planning Using the GE/McKinsey Approach at Addison Wesley Longman Case

Background
The new marketing texts
The new marketing book promotional challenge
Applying the GE approach

Appendix: Details of the Three Books from AWL Promotional material

Portfolio Analysis Exercise

Jenny's Gelato Case

ACME Liquid Cleanser Exercise

Background

The Compete Model

Part III Developing Marketing Programs

Chapter 7 New Product Decisions

Introduction

New Product decision Models
Models for identifying opportunities
Models for product design
Models for new product forecasting and testing

Conjoint Analysis for Product Design
Introduction
Conjoint analysis procedure
Other enhancements to the basic conjoint model
Contexts best suited for conjoint analysis

Forecasting the sales of New Products
Overview of the Bass model
Technical description of the Bass model
Extensions of the basic Bass model 

Pretest Market Forecasting
Overview of the ASSESSOR model
The preference model
Trial-repeat model
The validity and value of the ASSESSOR model

SummaryForte Hotel Design Exercise

Forte Executives Inns

Company Background

Preliminary Evaluation

Conjoint Analysis (Matching hotel attributes to customer preferences)

Zenith High Definition Television (HDTV) Case

HDTV Background

Zenith HDTV Efforts to Date

The TV Market

Forecasts of HDTV Sales

Johnson Wax: Enhance Case(A)

Instant Hair Conditioner

S.C. Johnson & Company

New-Product Development at Johnson Wax

The Hair Conditioning Market

Agree

Enhance Product Development

The ASSESSOR Pretest Market

ASSESSOR Results
Trial and repeat model
Preference model estimates of share

Recommendations

Chapter 8 Advertising and Communication Decisions

The Bewildering Nature of Advertising

Advertising Effects: Response, Media and Copy
Advertising response phenomena
Frequency phenomena
Copy effects

Advertising Budget Decisions

Media Decisions

Advertising Copy Development and decisions
Copy effectiveness
Estimating the creative quality of ads
Advertising design 

Summary

Blue Mountain Coffee Company Case

Blue Mountain's Market Position

Operation Breakout

Planning for Fiscal Year 1995
The market planning model
Recent developments:The U.S. coffee market in transition

Convection Corporation Case
Using a Communication Planning Model to Aid Industrial Marketing Budget Decisions
Background
Heatcrete
Ceretam
Flowclean Sootblowers
Corlin Valve

ADVISOR: An Approach to Marketing Budget Planning

Budget task force meeting

Johnson Wax Ad Copy Design Exercise

Chapter 9 Salesforce and Channel decision

Introduction to Salesforce Models
Sales-response models for representing effects of sales activities
Salesforce management decisions 

Salesforce Sizing and Allocation
Intuitive methods
Market-response methods (the Syntex model) 

Extending the Syntex Model: Reallocator
Sales Territory Design
The GEOLINE model for territory design

Salesforce Compensation
Using conjoint analysis to design a bonus plan (the MSZ) model

Improving the Efficiency and Effectiveness of Sales Calls
The CALLPLAN model

Marketing Channel Decisions
The gravity model

Summary

Syntex Laboratories (A) Case

Company Background

Syntex Laboratories

Syntex Labs' Product Line
Naprosyn
Anaprox
Topical Steroids
Norinyl
Nasalide

The Sales Representative

Sales Management at Syntex Labs
Sales Force Size
Call Frequency
Allocation of Sales Efforts Across Products and Physicians Specialties
Geographic Allocation of Sales Force

Sales Force Strategy Model
Model Development Process
Defining the model inputs 
Model Structure
Results of the SSM Analysis
Management implications 

The John French Exercise: Sales Call Planning for UBC (CALLPLAN)
J&J Family Video Case

Chapter 10 Price and Sales Promotion Decisions
Pricing Decisions: The Classical Economics Approach

Pricing in Practice: Orientation to Cost, Demand, or competition
Cost-oriented pricing
Demand-oriented pricing
Competition oriented pricing 

Interactive Pricing: Reference Price and Price Negotiations
Price Discrimination
Understanding price discrimination
Geographic price discrimination
Temporal price discrimination
Nonlinear pricing or quantity discounts
Other forms of price discrimination 

Pricing Product Lines

Sales Promotions: Types and Effects
Objectives of promotions
Characteristics of promotions 

Aggregate Models to Analyze Promotional Effects

Analyzing Individuals' Responses to Promotions

Summary

Account Pricing for the ABCOR2000 Exercise

Background

The value spreadsheet

Price Planning for the ABCOR2000 Exercise

The Problem

Paving I-99 Exercise
Part 1: Training Exercise
Part 2: The bid-competition simulation

Forte Hotel Revenue Management Exercise

How the Generalized Revenue Model works

Massmart Inc. Case

Background

Scanner-Panel Date

The Promotion Model

PART IV Conclusions

Chapter 11 Marketing Engineering: A Look Back and a Look Ahead

Marketing engineering: A Look Back

Using Marketing Engineering Within firms

Marketing Engineering: A Look Ahead

Postscript

Student Copies

In most situations, we do not recommend that this book be used in the classroom as we no longer have software models that correspond to many of the models in the textbook. Our current recommendation is using a combination of the Principles of Marketing Engineering with the supplementary Technical Notes which provide the analytics that were originally incorporated directly into the Marketing Engineering Revised 2nd Ed. text.

If you would like to use Marketing Engineering Revised 2nd Edition in your classroom, there are several ways your student may access the text in either printed or ebook format.

PRINTED:

University Bookstore (or Instructor) Purchase: University bookstores (or instructors) may purchase texts directly from our publisher, Trafford (http://bookstore.trafford.com/Products/SKU-000158440/Marketing-Engineering.aspx).

Student Purchase: Students may purchase printed copies of the text from online channels such as Amazon.

EBOOK:

Student Purchase: Students may purchase an ebook version of the text via the Google Play Store (not available in all countries). 

Instructor Evaluation Copy

Confirmed instructors on our website may request a digital review copy of Marketing Engineering Revised 2nd Edition by contacting us through the Support Center.