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Barnes & Noble @ University Lofts - FALL (Aug, Sept)

Textbooks for Course MKT 604

Section 50

      
Principles of Marketing Engineering ()
by Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn
Paperback, 232 Pages, Published

ISBN-10: 1-4251-1314-1        / 1425113141

ISBN-13: 978-1-4251-1314-8 / 9781425113148

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.


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