New Product and Brand Managment: Marketing Engineering Applications, 2/E
Gary L. Lilien, Penn State University
Arvind Rangaswamy, Penn State University

ISBN-10: 0130084646
ISBN-13: 9780130084644

Publisher: Prentice Hall
Copyright: 2003
Format: Paper; 68 pp
Status: Out of Print

Suggested retail price: $72.00
This item is out of print and is no longer available for purchase.



For undergraduate and graduate level marketing courses in Market Research, Marketing Management and New Product Development and Brand Strategy.

June 2004 update: This title is now available solely through the authors. Students may purchase it online at http://www.trafford.com/4dcgi/view-item?item=5338 Please make a note of this change since Prentice Hall will not be reprinting it or able to offer it once our current inventory is depleted.

Focusing on marketing analytics, this popular text 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 software fundamentals. All of the software provided relates to the cases presented, yet is independent and can be used separately on other case-problems or on real problems.

  • NEW - Network installation of software—Replaces software CD. Adoption includes a license fee.

    • Provides students with access to the latest version of the software.

  • Marketing engineering approach—The use of interactive computer decision models to help support marketing decisions.

    • Introduces students to the concept that marketing combines both art and science to solve specific problems.

  • Addresses the most common and fundamental strategic marketing and analytic problems—i.e. segmentation, targeting, positioning and associated resource allocation decisions, as well as product design and new product forecasting.

    • Provides students with cases and associated software packages to correspond to a broad set of needs in market research, strategic marketing and new product and brand management.

  • Hands-on computer-based exercises and cases—Selected from the authors'Marketing Engineering text.

    • Motivates students to become involved with conceptual marketing and enables them to learn the concepts by solving problems themselves.

  • Introduces software that supports conceptual marketing.

    • Provides students with guidelines that enable them to develop confidence in applying the concepts presented in the text.

  • Software and tutorials available on local area network and www.mktgeng.com.

    • Enables students to reproduce the solution results for the cases and provides them with application hints and updates.

  • PowerPoint files and solutions—Available in instructors area of website.

    • Provides instructors with easy access to PowerPoint files and solutions.

  • Leading-edge presentation of analytics and materials.

    • Provides students with materials that they can apply beyond the specific cases and exercises.

  • Network installation of software—Replaces software CD. Adoption includes a license fee.

    • Provides students with access to the latest version of the software.



1. Conglomerate's New PDA.

Software: Needs-based Segmentation Using Cluster Analysis.



2. Product Planning Using the GE/McKinsey Approach at Addison Wesley Longman.

Software: Targeting/Business Prioritization Using GE/McKinsey Approach.



3. Positioning the Infiniti G20.

Software: Product Positioning Using Perceptual Mapping.



4. Forte Hotel Design Case.

Software: Product Design Using Conjoint Analysis.



5. Johnson Wax: Enhance (A) Case.

Software: New Product Assessment and Forecasting Using the ASSESSOR Model.



6. Zenith High Definition Television (HDTV) Case.

Software: New Product Forecasting Using the Generalized Bass Model.

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Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.


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