The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering – putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems).
LILIEN, G.L., RANGASWAMY, A. and DE BRUYN, A. (2017). Principles of Marketing Engineering and Analytics [3rd Edition]. DecisionPro Inc. 305 pages.