Marketing Engineering: from the Imagery Model to the Decision Model
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Published:
Aug 25, 2021
Keywords:
marketing engineering imagery model decision making model
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Abstract
The purposes of this article are to provide guidelines for authorized managers to make marketing operation decisions by deploying business management and engineering principles on real business environment settings for establish some marketing, management, and investment activities simulation. The result of simulations can helping authorities to make decision for better performance at low risk.
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How to Cite
Kirdmanee, B., Sukbot, B., Wadeecharoen, W., Uthai, P., & teekasap, S. (2021). Marketing Engineering: from the Imagery Model to the Decision Model. Journal of Humanities and Social Sciences, Rajapruk University, 7(2), 1–15. Retrieved from https://so03.tci-thaijo.org/index.php/rpu/article/view/254770
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Academic Articles
References
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Little, J.D.C. (1970). Models and Managers: The Concept of a Decision Calculus. Management Science. 16(8):. B466–B485.
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Rangaswamy, A., Sinha, P., and Zoltners, A. (1990). An Integrated Model Based Approach for Sales Force Restructuring. Marketing Science. 9(4): 279–298.
Rehman, F., Javed, F., Nawaz, T., Ahmed, I., and Hyder, S. (2014). Some Insights in the Historical Prospective of Hierarchy of Effects Model: A Short Review. Information Management and Business Review. 6(6): 301-308.
Russo, J.E., and Schoemaker, P.J. H. (1989). Decision Traps, Doubleday and Company. New York.
Sharda, R., Bar, S.H. and Mcdonnell, J.C. (1988). Decision Support System Effectiveness: A Review and Empirical Test. Management Science. 34: 139-159.
Sinha, P., and Zoltners, A.A. (2001). Sales-Force Decision Models: Insights from 25 years of Implementation. Interfaces. 31(3), Part 2: S8–S44.
Urban, G.L., and Katz, G.M. (1983). Pre-Test Market Models: Validation and Managerial Implications. J. of Marketing Research. 20(3): 221–234.
Wierenga, B., and Van Bruggen, G.H. (2000). Marketing Management Support Systems, Kluwer Academic Press. Boston, MA.
WP. (2019). สรุป 3 ไฮไลท์พฤติกรรมการใช้งาน “อินเทอร์เน็ต” ทั่วโลก. ค้นเมื่อวันที่ 17 ตุลาคม 2562, จาก https://www.marketingoops.com/reports/global-and-thailand-digital-trend-2019/
Camerer, C. (1981). General conditions for the success of boots trapping models.
J. Organizational Behavior and Human Performance. 27(3): 411–422.
Chawanthawat, F. (2019). “4 ตัวอย่างการใช้ Data ต่อยอดธุรกิจให้ประสบความสำเร็จจากแบรนด์ดังระดับ โลก”. Content Marketing at STEPS ACADEMY (Digital Marketing Academy of Thailand). ค้นเมื่อวันที่ 3 สิงหาคม 2563, จาก https://stepstraining.co/
entrepreneur/4-example-brand-use-data-for-business.
Fudge, W.K., and Lodish, L. M. (1977). Evaluation of the Effectiveness of a Model Based Salesman’s Planning System by Field Experimentation. Interfaces. 8(1), Part 2: 97–106.
Goldberg, Lewis R. (1970). Man versus model of man: A rationale, plus some evidence for a method of improving on clinical inferences. Psychological Bulletin. 73(6): 422–432.
Hearst-Corporation. (2019). Hearst Data Analytics Case Study: Big-Data-Redesign_logo-Hearst. Retrieved on 17th October 2019, from https://aws.amazon.com/
th/solutions/case-studies/hearst-data-analytics/
Hoch, S.J., and Schkade, D. A. (1996). A Psychological Approach to Decision Support Systems. Management Science, 42(1): 51–64.
Lilien, G.L., and Rangaswamy, A. (2001). The Marketing Engineering Imperative: Introduction to the Special Issue. Interfaces. 31(3) Part 2: S1–S7.
Lilien, G.L., and Rangaswamy, A. (2004). Marketing Engineering: Computer Assisted Marketing Analysis and Planning. 2nd ed. Prentice Hall, Upper Saddle River, NJ.
Lilien, G.L., Kotler, P., and Moorthy, K.S. (1992). Marketing Models. Prentice Hall, Englewood Cliffs, NJ.
Lilien, G.L., Rangaswamy, A., Starke, K., and van Bruggen, G.H. (2001). “How and Why Decision Models Influence Resource Allocations,” ISBM Report 7-2001, The Smeal College of Business Administration, Pennsylvania State University, University Park, PA, 16802.
Little, J.D.C. (1970). Models and Managers: The Concept of a Decision Calculus. Management Science. 16(8):. B466–B485.
Rangaswamy, A. (1993). Marketing Decision Models: From Linear Programs to Knowledge-Based Systems. in Handbooks in Operations Research and Management Science, V.5, Marketing, eds. Eliashberg, J., and Lilien, G.L. Elsevier Science Publishers B.V., North Holland, New York: 733–771.
Rangaswamy, A., Sinha, P., and Zoltners, A. (1990). An Integrated Model Based Approach for Sales Force Restructuring. Marketing Science. 9(4): 279–298.
Rehman, F., Javed, F., Nawaz, T., Ahmed, I., and Hyder, S. (2014). Some Insights in the Historical Prospective of Hierarchy of Effects Model: A Short Review. Information Management and Business Review. 6(6): 301-308.
Russo, J.E., and Schoemaker, P.J. H. (1989). Decision Traps, Doubleday and Company. New York.
Sharda, R., Bar, S.H. and Mcdonnell, J.C. (1988). Decision Support System Effectiveness: A Review and Empirical Test. Management Science. 34: 139-159.
Sinha, P., and Zoltners, A.A. (2001). Sales-Force Decision Models: Insights from 25 years of Implementation. Interfaces. 31(3), Part 2: S8–S44.
Urban, G.L., and Katz, G.M. (1983). Pre-Test Market Models: Validation and Managerial Implications. J. of Marketing Research. 20(3): 221–234.
Wierenga, B., and Van Bruggen, G.H. (2000). Marketing Management Support Systems, Kluwer Academic Press. Boston, MA.
WP. (2019). สรุป 3 ไฮไลท์พฤติกรรมการใช้งาน “อินเทอร์เน็ต” ทั่วโลก. ค้นเมื่อวันที่ 17 ตุลาคม 2562, จาก https://www.marketingoops.com/reports/global-and-thailand-digital-trend-2019/