Several forces are transforming the nature, scope, and structure of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering.
Our purpose is to help educate and train a new generation of marketing managers. Our goal is to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory.
Marketing Engineering is a combination of books, software, and business cases developed and written by Professors Gary L. Lilien, Arvind Rangaswamy and Arnaud De Bruyn. The books, software, and cases are intended to be used in conjunction with one another to provide theory (book), computer modeling techniques (software), and context-specific operations decisions and action (business cases).
To learn more about how Marketing Engineering can help you, please visit Marketing Engineering website.
Beside my pronounced interest for teaching and developing Marketing Engineering, I teach various executive education seminars:
Customer Relationship Management
Management Information Systems
Direct Marketing Fundraising