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Marketing Engineering Business Strategy and Concept


SKU: PCM0732 Category:

“Marketing Engineering: Business Strategy and Concept (With Case Studies)” offers business students a deep understanding on the evolving landscape of marketing, from traditional communication to data-driven marketing engineering. Through real – world cases and examples, it equips them with tools to understand consumer behaviour, navigate market complexities, and drive strategic decision-making. With a focus on econometric models, perceptual maps, and analytics, students learn to construct strategic positioning, forecast market trends, and analyse marketing responses. The book bridges theory with practice, empowering students with analytical skills essential for success in today’s competitive business environment.

Contents –

1: Synergising Marketing Analytics and Engineering: A Comprehensive Integration for Strategic Decision-Making
2: Data-Driven Optimisation
3: Elevating Marketing Strategies: The Crucial Role of Marketing Engineering in Translating Analytical Insights into Action
4: Business Value of Marketing Engineering, Customer Value and Assessment
5: Target Marketing: Marketing Engineering Approach Position Analysis and Positioning using Perceptual and Preference Maps
6: Position Analysis and Positioning using Perceptual and Preference Maps
7: Forecasting Methods and Models
8: Product Life Cycle and New Product Forecasting Models
9: Market Response Models
10: Strategic Market Analysis: A Comprehensive Exploration from Technical and Analytical Perspectives
11: Promotion Mix – Importance of Advertisement and Integrated Marketing Communications
12: Advertising, Media Planning Scheduling and Media Selection
13: Pricing Considerations and Strategy
14: Revenue Management
15: Promotion in Marketing and Strategy
Reference Books


Year of Publication





442 (In Grams)

Student Dollar Price




Dr. G. Radha Kiranmayi,

Dr. Madhavi Bandaru,

Dr. Sirisha Karavadi


Himalaya pub


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