MARC details
| 000 -CABECERA |
|---|
| campo de control de longitud fija |
02938nam a2200313Ia 4500 |
| 001 - NÚMERO DE CONTROL |
|---|
| campo de control |
2007 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
|---|
| campo de control de longitud fija |
230305s2013 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
|---|
| Número Internacional Estándar del Libro |
9780985764807 |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
eng |
| 245 #0 - MENCIÓN DE TÍTULO |
|---|
| Título |
Principles of marketing engineering |
| 250 ## - MENCIÓN DE EDICIÓN |
|---|
| Mención de edición |
2a ed |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Lugar de publicación, distribución, etc. |
|
| Nombre del editor, distribuidor, etc. |
DecisionPro, Inc, |
| Fecha de publicación, distribución, etc. |
2013 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
xv + 263 p., 23 cm |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). ; ; Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) ; ; We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. ; ; We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. ; ; What's New In the 2nd Edition ; ; While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however ; ; Updated the examples and references. ; Added new content on customer lifetime value and customer valuation methods. ; Added several new pricing models. ; Added new material on 'reverse perceptual mapping' to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. ; Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0. |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
|---|
| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| Subdivisión general |
Data processing |
| 9 (RLIN) |
9388 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| Subdivisión general |
Mathematical models |
| 9 (RLIN) |
8360 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| Subdivisión general |
Planning |
| 9 (RLIN) |
9390 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
|
| 9 (RLIN) |
12 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
De Bruyn, Arnaud, |
| Término indicativo de función/relación |
Author |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Lilien, Gary L., |
| Término indicativo de función/relación |
Author |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Rangaswamy, Arvind, |
| Término indicativo de función/relación |
Author |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
|---|
| a |
626 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
|---|
| a |
m |
| 912 ## - |
|---|
| -- |
2013-01-01 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Código de la institución [OBSOLETO] |
1 |
| 953 ## - |
|---|
| -- |
2018-02-02 18:40:48 |
