New Product and Brand Management: Marketing Engineering Applications

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Prentice Hall, 2003 - Business & Economics - 58 pages
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Focusing on marketing analytics this popular series 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 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.

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Contents

Positioning the lnfiniti G20 Case
23
Forte Hotel Design Case
29
Zenith High Definition Television HDTV Case
55
Copyright

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About the author (2003)

Gary L. Liken," who coined the term "marketing engineering," is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State. He is also co-founder and Research Director of the Institute for the Study of Business Markets at Penn State, an organization aimed at fostering research and interchange in nonconsumer markets. He holds three degrees in operations research, from the School of Engineering at Columbia University. Previously, Prof. Liken was a member of the faculty at the Sloan School at MIT. His research interests are in marketing engineering, market segmentation, new product modeling, marketing-mix issues for business products, bargaining and negotiations, modeling the industrial-buying process and innovation-diffusion modeling.

Prof. Lilien is the author or co-author of 12 books (including "Marketing Models" with Philip Kotler) and over 80 professional articles. He was Departmental Editor for Marketing for Management Science; is on the editorial board of the "International Journal for Research in Marketing" and the "Journal of Business to Business Marketing; " is Functional Editor for "Marketing for Interfaces," and is Area Editor for "Marketing Science." He is former Editor in Chief of Interfaces. He served as President as well as Vice President/Publications for the Institute of Management Sciences. He is U.S. Coordinator for the European Marketing Academy.

Prof. Liken is a winner of the Alpha Kappa Psi award for the outstanding article in the Journal of Marketing and is the Philip M. Morse Distinguished Lecturer of the Institute for Operations Research and the Management Sciences (INFORMS), 2001-2003. He received honorarydoctorates from the University of Liege, the University of Ghent, and Aston University.

Prof. Lilieri s consulting clients include AT&T, DuPont, Exelon, the Federal Reserve Bank, Hewlett-Packard, IBM, Kodak, Pillsbury, PP&L, Sprint, 3M, and Xerox.

Prof. Liken is three-time winner and seven-time finalist in the Penn State Squash Club Championship and has substantial collections of fine wines and unusual porcine objects.

"Arvind Rangaswamy" is the Jonas H. Anchel Professor of Marketing at Penn State, where he is also co-founder and Research Director of the eBusiness Research Center. He received a PhD in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J. L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania. He is actively engaged in research to develop concepts, methods, and models to improve the efficiency and effectiveness of marketing using information technologies, including such topics as marketing modeling, online customer behavior, and online negotiations.

Prof. Rangaswamy has published numerous articles in such leading journals as "Marketing Science," the "Journal of Marketing Research, Management Science," the "Journal of Marketing," the "International Journal of Research in Marketing, Marketing Letters, Psychometrika, Multivariate Behavioral Research," and the "Journal of Economics and Statistics." He is Area Editor for Marketing Science and serves on the editorial boards of the Journal of Interactive Marketing, theInternational Journal of Intelligent Systems in Accounting, Finance and Management, the "Journal of Service Research," and the "Journal of Business-to-Business Marketing."

Prof. Rangaswamy is a Fellow of the IuSUP/SUP> Institute, an IBM Faculty Partner, and the Chair of the e-Business Section of the Institute for Operations Research and the Management Sciences (INFORMS). He is the Program Director for Electronic Markets and Marketing Information Systems and a member of the Advisory Board at Penn State's Institute for the Study of Business Markets.

Prof. Rangaswamy has consulted for a number of companies including Marriott, Xerox, IBM, Kodak, Nokia, PPG Industries, AT&T, TVS (India), Bristol-Myers Squibb, Walker Digital, and Peapod.

Prof. Rangaswamy is an avid and successful trader on eBay and other auctions, where he blends his research with his personal interest in rare Indian stamps and postal history.

Nirmal Pal (University Park, PA) is the executive director of the eBusiness Research Center at Pennsylvania State University and former Director, IBM Global Services Consulting Group. He is the co-editor of the award-winning "Pushing the Digital Frontier" (AMACOM: 0-8144-0644-0) Arvind Rangaswamy (University Park, PA) is the Jonas H. Anchel Professor of Marketing and Research Director of the eBusiness Research Center at Pennsylvania State University. He is the coauthor of "Marketing Engineering" and a contributor to leading marketing journals.

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