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| Author: | Lilien, G. L. |
| Title: | Bridging the marketing theory-practice gap with marketing engineering |
| Journal: | Journal of Business Research
2002 : FEB, VOL. 55:2, p. 111-122 |
| Index terms: | MARKETING MARKETING THEORY DECISION MAKING |
| Language: | eng |
| Abstract: | New developments in marketing management support systems (MMSSs) have provided the marketer with a growing supply of tools that can enrich decision making. In this paper, the authors describe the concept of marketing engineering - an approach to solving marketing decision problems - popularized by Lilien and Rangaswamy. The authors describe how marketing engineering harnesses marketing data and knowledge to facilitate decision making. The authors provide several illustrations of the successful application of the marketing engineering concept. The authors also summarize developments that the authors believe will further encourage the adoption of the marketing engineering concept and tools for both teaching about marketing decision making. |
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