New Product and Brand Management: Marketing Engineering Applications

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.