New Product and Brand Management

New Product and Brand Management

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Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringa€”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.Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringa€”the use of interactive computer decision models to help support marketing decisions.


Title:New Product and Brand Management
Author: Gary L. Lilien, Arvind Rangaswamy
Publisher: - 2003
ISBN-13:

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