Marketing Research - Marketing Engineering Applications (Paperback, 2Rev ed)

For undergraduate and graduate level marketing courses in Market Research, Marketing Management and New Product Development and Brand Strategy.

Focusing on marketing analytics, this popular text 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 software fundamentals. All of the software provided relates to the cases presented, yet is independent and can be used separately on other case-problems or on real problems.