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Principles of Marketing engineering

Gary L. Lilien Arvind Rangaswamy Arnaud (De) Bruyn | Institute for study of business markets | 2007

The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering— putti[...]

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Lilien, G.L.., Rangaswamy, A., Bruyn, A.D.. (2007). Principles of Marketing engineering. [S.l.] : Institute for study of business markets.

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