Principles of Marketing Engineering
01/2007 · DecisionPro
4,2star
12 críticasreport
Livro eletrónico
210
Páginas
family_home
Elegível
info
reportAs classificações e as críticas não são validadas Saiba mais
Acerca deste livro eletrónico
As a profession, marketing is evolving, no longer based almost exclusively on conceptual content. That conceptual content will always have an important role to play in marketing, but the 21st century requires more analysis and rigor in marketing decision making.
Much of marketing 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).
Several key forces are changing the marketer's job:
Pervasive high-powered personal computers networked are everywhere.Exploding volumes of data are readily available.
Firms are reengineering marketing activities. And those firms are reorganizing more generally, leading to flatter organizations. Marketers need much more than concepts to fully exploit available resources: they need to move from conceptual marketing to marketing engineering. In this book we integrate concepts, analytic marketing techniques, and operational software for training the new generation of marketers, and help them become marketing engineers.
Much of marketing 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).
Several key forces are changing the marketer's job:
Pervasive high-powered personal computers networked are everywhere.Exploding volumes of data are readily available.
Firms are reengineering marketing activities. And those firms are reorganizing more generally, leading to flatter organizations. Marketers need much more than concepts to fully exploit available resources: they need to move from conceptual marketing to marketing engineering. In this book we integrate concepts, analytic marketing techniques, and operational software for training the new generation of marketers, and help them become marketing engineers.
Classificações e críticas
4,2
12 críticas
Classifique este livro eletrónico
Dê-nos a sua opinião.
Informações de leitura
Smartphones e tablets
Instale a app Google Play Livros para Android e iPad/iPhone. A aplicação é sincronizada automaticamente com a sua conta e permite-lhe ler online ou offline, onde quer que esteja.
Portáteis e computadores
Pode ouvir audiolivros comprados no Google Play através do navegador de Internet do seu computador.
eReaders e outros dispositivos
Para ler em dispositivos e-ink, como e-readers Kobo, tem de transferir um ficheiro e movê-lo para o seu dispositivo. Siga as instruções detalhadas do Centro de Ajuda para transferir os ficheiros para os e-readers suportados.
