Principles of Marketing Engineering 2nd Edition
by Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn
This edition introduces engineering-based methods and analytics to guide marketing strategy, planning, and performance evaluation for students and professionals.
About This Book
Principles of Marketing Engineering 2nd Edition presents core concepts for using quantitative methods in marketing contexts.
The text covers analytical frameworks and models that support marketing planning and resource allocation.
Readers learn how data and engineering approaches can improve marketing decisions and performance measurement.
The book is suitable for students and practitioners seeking structured methods in marketing management.
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