Principles of Marketing Engineering By: Gary L Lilien, Arvind Rangaswamy, Arnaud De Bruyn

Author: Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn

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.

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