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Marketing management and strategy : marketing engineering applications

Author: Gary L Lilien; Arvind Rangaswamy
Publisher: Reading, Mass. ; Harlow : Addison-Wesley, ©1999.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Genre/Form: CD-ROM
Fallstudiensammlung
Case studies
Document Type: Book
All Authors / Contributors: Gary L Lilien; Arvind Rangaswamy
ISBN: 0321046412 9780321046413 0321046420 9780321046420
OCLC Number: 40609780
Notes: Includes selections from the authors' Marketing engineering.
CD-ROM labelled "Version MM1.1" attached to inside front cover.
Minimum requirements for accompanying CD-ROM: IBM-compatible PC running a 486 processor (33 MHz), 16 MB RAM, 15 MB hard disk space, and a CD-ROM drive.
Description: vii, 112 pages ; 26 cm + 1 computer optical disc
Contents: Marketing management and strategy software --
Chap. 1. Tutorial for custer analysis --
Conglomerate Inc's new PDA case --
Chap. 2. Tutorial for choice-based segmentation (ABB) --
ABB electric segmentation case --
Chap. 3. Tutorial for the GE portfolio planning model (GE) --
Portfolio analysis case --
Chap. 4. Tutorial for positioning analysis --
Positioning the Infiniti G20 case --
Positioning the ConneCtor exercise --
Chap. 5. Tutorial for sales resource allocation generalized Syntex workbook (Syngen) --
Syntex Laboratories (A) case --
Chap. 6. Tutorial for ad copy design (ADCAD) --Advertising design exercises.
Responsibility: Gary L. Lilien, Arvind Rangaswamy.

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