Marketing analysis and decision making Book

This package, consisting of text and Harvard cases with accompanying decision analysis spreadsheets, shows how marketing analysis can be integrated into the process of making marketing decisions. It encourages students to explore real-world marketing problems with the help of decision-analysis software and demonstrates how the manager without technical training can learn to use the marketing science support tools that are now available. Features include: the instructor has the option of including model building exercises without altering the conceptual flow of the course; Lotus models run on student version 2.2 and are compatable with Quatro; EXCEL models are included for all but the ODI and General Food Cases; two new cases on the choice of a research program; General Mills I and II, offer integrated treatment of pre-test market and test-market design. The G.D Searle Equal II model has been revised.