IN THIS SECOND EDITION of maketing Analysis and Decision Making I have added a considerable amount of background and exercise material. Most of this material is provided so that students can develop their own models, as well as work through the models developed for them. This is the most significant differece between the first and second editions. In my experience, while the students who worked on designing their own models may not have buitlt great models, they undoubtedly learned more by making the attemp than they would have otherwise. Their excursions taught me a good deal about building useful decision models. I am certain these students will interact productively with marketing scientists.
Chapter 1 The Problem & The Opportunity
Chapter 2 An Introduction to Analytical Decision Making
Chapter 3 Early New Product Deveopment
Chapter 4 Pre-Test Market Testing & Product Modification
Chapter 5 Tes Marketing
Chapter 6 Market Mix Management
Chapter 7 An Approach to Analytic Marketing Decision
Marking