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Marketing Engineering Paperback – 7 Dec 2005


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--This text refers to an alternate Paperback edition.


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Product details

  • Paperback: 544 pages
  • Publisher: Trafford Publishing; 2nd Revised edition edition (7 Dec. 2005)
  • Language: English
  • ISBN-10: 1412022525
  • ISBN-13: 978-1412022521
  • Product Dimensions: 3.2 x 20.3 x 24.8 cm
  • Amazon Bestsellers Rank: 1,426,935 in Books (See Top 100 in Books)

Product Description

About the Author

Gary L. Liken, who coined the term marketing engineering, is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State. He is also co-founder and Research Director of the Institute for the Study of Business Markets at Penn State, an organization aimed at fostering research and interchange in nonconsumer markets. He holds three degrees in operations research, from the School of Engineering at Columbia University. Previously, Prof. Liken was a member of the faculty at the Sloan School at MIT. His research interests are in marketing engineering, market segmentation, new product modeling, marketing-mix issues for business products, bargaining and negotiations, modeling the industrial-buying process and innovation-diffusion modeling.

Prof. Lilien is the author or co-author of 12 books (including Marketing Models with Philip Kotler) and over 80 professional articles. He was Departmental Editor for Marketing for Management Science; is on the editorial board of the International Journal for Research in Marketing and the Journal of Business to Business Marketing; is Functional Editor for Marketing for Interfaces, and is Area Editor for Marketing Science. He is former Editor in Chief of Interfaces. He served as President as well as Vice President/Publications for the Institute of Management Sciences. He is U.S. Coordinator for the European Marketing Academy.

Prof. Liken is a winner of the Alpha Kappa Psi award for the outstanding article in the Journal of Marketing and is the Philip M. Morse Distinguished Lecturer of the Institute for Operations Research and the Management Sciences (INFORMS), 2001-2003. He received honorary doctorates from the University of Liege, the University of Ghent, and Aston University.

Prof. Lilieri s consulting clients include AT&T, DuPont, Exelon, the Federal Reserve Bank, Hewlett-Packard, IBM, Kodak, Pillsbury, PP&L, Sprint, 3M, and Xerox.

Prof. Liken is three-time winner and seven-time finalist in the Penn State Squash Club Championship and has substantial collections of fine wines and unusual porcine objects.

Arvind Rangaswamy is the Jonas H. Anchel Professor of Marketing at Penn State, where he is also co-founder and Research Director of the eBusiness Research Center. He received a PhD in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J. L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania. He is actively engaged in research to develop concepts, methods, and models to improve the efficiency and effectiveness of marketing using information technologies, including such topics as marketing modeling, online customer behavior, and online negotiations.

Prof. Rangaswamy has published numerous articles in such leading journals as Marketing Science, the Journal of Marketing Research, Management Science, the Journal of Marketing, the International Journal of Research in Marketing, Marketing Letters, Psychometrika, Multivariate Behavioral Research, and the Journal of Economics and Statistics. He is Area Editor for Marketing Science and serves on the editorial boards of the Journal of Interactive Marketing, the International Journal of Intelligent Systems in Accounting, Finance and Management, the Journal of Service Research, and the Journal of Business-to-Business Marketing.

Prof. Rangaswamy is a Fellow of the IC2 Institute, an IBM Faculty Partner, and the Chair of the e-Business Section of the Institute for Operations Research and the Management Sciences (INFORMS). He is the Program Director for Electronic Markets and Marketing Information Systems and a member of the Advisory Board at Penn State's Institute for the Study of Business Markets.

Prof. Rangaswamy has consulted for a number of companies including Marriott, Xerox, IBM, Kodak, Nokia, PPG Industries, AT&T, TVS (India), Bristol-Myers Squibb, Walker Digital, and Peapod.

Prof. Rangaswamy is an avid and successful trader on eBay and other auctions, where he blends his research with his personal interest in rare Indian stamps and postal history.

--This text refers to an alternate Paperback edition.

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Amazon.com: 7 reviews
5 of 6 people found the following review helpful
helpful text 14 Nov. 2006
By Nathan Woodman - Published on Amazon.com
Format: Paperback
The content and tutorials of this text are useful. They will familiarize the reader with the types of tools and methods that are used to support marketing decisions.

In many cases the inputs of the analysis exercises are given and too subjective to duplicate the results with alternate data. However, the processes help organize your thoughts.

I'd recommend this book to anyone looking to develop a general understanding of marketing analytics.

I also found the software a bit buggy but usable none the less.
Selling with Science 16 April 2010
By Erick Candanedo - Published on Amazon.com
Format: Hardcover Verified Purchase
Greate book for us the expert in our operational field that want to get introduce in a more realistica way of marking based on science. It is easy to use. The tools and techniques are presented are of very easy use and in an applied manner, because it content is part of the regular research diciplines. A structural plan to use this book is recomended, due to the fact that you will have to go the the next level with advance reading in order to develop new and creative marketing engineering tools.
Good to understand basic marketing concepts from modeling perspective 27 Nov. 2009
By Milano - Published on Amazon.com
Format: Paperback Verified Purchase
As mentioned by many people, this textbook does not provide very deep insights about modeling itself. Rather, it covers broad, basic marketing concepts. I am using this book to understand/review those basic concepts from modeling/quantitative perspective. It is always helpful to see marketing tactics with numbers and formulas, not only with qualitative explanation.
A Marketing Quantitative Models Book for Correct Decisions.. 18 Oct. 2014
By sriivasan - Published on Amazon.com
Format: Hardcover Verified Purchase
Very good book .This is the FIRST book on Marketing treating the subject in a simple , mathematical manner
that in helps the Manager in Quantitative decisions...A very nice book indeed which is strongly recommended
for any Serious Pragmatic Marketing Professional..!!
Good textbook 31 Mar. 2013
By S. Rodnyansky - Published on Amazon.com
Format: Paperback Verified Purchase
Solid textbooks on marketing analytics, giving both a basic overview as well as more advanced topics and examples. An example CD is attached.
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