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Title: New Product and Brand Management: Marketing Engineering Applications by Gary L. Lilien, Arvind Rangaswamy ISBN: 0321046439 Publisher: Addison-Wesley Publishing Pub. Date: May, 1999 Format: Paperback Volumes: 1 List Price(USD): $33.00 |
Average Customer Rating: 2.67
Rating: 2
Summary: Stupid Marketing Tricks
Comment: This slim manual comes with a CD rom and six ways to slice-and-dice marketing data. But the programs on the CD rom are crippled, so you have to pay if you want access to the more interesting features. And the features you do get are not user-friendly, not graphical, and look like a cheap man's version of marketing software.
The manual itself introduces a handful of quant marketing methods, but in the hurried pace of a writer who does not want to explain the model and is trying to get their manual to print before the editor changes his mind. The models were briefly and poorly explained, with little business context. Might make an okay reference text if you already know the models, and when to use them. And the software might make a nice going-away gift to a new MBA student. But overall, I found this little pamphlet a waste of my time and money.
Rating: 2
Summary: Software Limitations
Comment: We used this tool during our MBA studies but found that the limitations of the software are not identified and after carrying out a survey of 120 people found that we could only do analysis on 40 of the 120 we typed into the system, because of this we believe that there should be a section that explain, in detail, the limitations of the software.
Rating: 4
Summary: A practical approach to brand mngt. and new product develpt.
Comment: I used this textbook during my MBA program at Michigan, where I took a new product development course. This book is a sound and practical approach to identifying customer preferences, developing and managing new products, and overall brand management. The cases it portrays are a bit oldish, and its writing style could be improved, but in general it is a good introductory approach to the discipline.
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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 List Price(USD): $33.00 |
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Title: Marketing Engineering: Computer-Assisted Marketing Analysis and Planning (2nd Edition) by Gary L. Lilien, Arvind Rangaswamy ISBN: 0130355496 Publisher: Prentice Hall Pub. Date: 08 January, 2002 List Price(USD): $113.33 |
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Title: Product Leadership: Creating and Launching Superior New Products by Robert G. Cooper, Robert Gravlin Cooper ISBN: 0738201561 Publisher: Perseus Publishing Pub. Date: May, 2000 List Price(USD): $23.00 |
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Title: High Tech Start Up: The Complete Handbook for Creating Successful New High Tech Companies by John L. Nesheim ISBN: 068487170X Publisher: Simon & Schuster Pub. Date: April, 2000 List Price(USD): $50.00 |
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Title: Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher, William Ury, Bruce Patton ISBN: 0140157352 Publisher: Penguin USA (Paper) Pub. Date: December, 1991 List Price(USD): $14.00 |
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