Bridging the marketing theory–practice gap with marketing engineering
نویسندگان
چکیده
منابع مشابه
Bridging the marketing theory–practice gap with marketing engineering
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, we describe the concept of marketing engineering — an approach to solving marketing decision problems — popularized by Lilien and Rangaswamy [Lilien GL,Rangaswamy A. Marketing engineering: computer-assisted marketing analysis ...
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ژورنال
عنوان ژورنال: Journal of Business Research
سال: 2002
ISSN: 0148-2963
DOI: 10.1016/s0148-2963(00)00146-6