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Principles of marketing engineering / Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn

Main Author Lilien, Gary L., 1946- Coauthor Rangaswamy, Arvind Secondary Author De Bruyn, Arnaud Edition 2nd ed. Publication Reino Unido : Decision Pro, cop. 2013 Description xvi, 263 p. ISBN 9780985764807 Topical name Marketing
Marketing - Gestão
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8 LIL 9227 Available 9227
Total holds: 0

Contents

1. The marketing engineering approach
2. Customer value assessment and valuing customers
3. Segmentation and targeting
4. Positioning
5. Forecasting
6. New product and service design
7. The marketing mix
8. Harvesting value from marketing engineering

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