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Title: Marketing Management and Strategy: Marketing Engineering Applications by Gary L. Lilien, Arvind Rangaswamy ISBN: 0321046404 Publisher: Addison-Wesley Pub Co Pub. Date: October, 1998 Format: Paperback Volumes: 1 List Price(USD): $33.00

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Average Customer Rating: 3.5

Rating: 2
Summary: Good software -- Poor Text
Comment: I bought this book for an MBA marketing class. This brief text appears to take selected information and marketing-engineering models from a larger, more complete textbook. The models are functional and useful. However, the text explanations leave a great deal to be desired. There are formulas without explanation, terms without explanation, etc. I think the authors "abstracted" the chapters from the larger text, rather than selecting specific ones and copying them completely.

Still and all, the software is useful and instructive. I will be buying the complete book and software because I have been assured that the textbook's explanations are more complete. Were I to know then what I know now, I would just buy the complete textbook rather than this sampler.

Rating: 5
Summary: New Millinium marketing Strategies
Comment: I am a profeesor a Hamdard University, Pakistan. When I studied this book I was impressed about the analysis and models that have been colleceted. I found this book to be a good source of information as well as a new course for management students. This book along with its software has given a new way of making the students of marketing to actually apply the techniques of Information Technology and Marketing. I would say that it is certainly a blend of Marketing, Information Systems and Statistical applications. I would like to add some suggestions here also. The book needs osme more details of topics and has to be aligned with the tutorial provided. If possible in the tutorial the concelts of marketing should be given a brief overview also. As some explanations are not up to date.

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