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). Increasingly, marketing decision making is becoming like design engineering- putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). And the business press is abuzz with the wonders of analytics. The 21st century business environment demands more analysis and rigor in marketing decision making.
Lilien, Arvind Rangaswamy, Arnaud De BruynĢ017 | ISBN: 0985764821 | English | 328 pages | PDF | 7 MB It does not store any personal data.Principles of Marketing Engineering and Analytics, 3rd Edition by Gary L. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
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Necessary cookies are absolutely essential for the website to function properly. Any delay in communication may not serve any purpose rather decisions become of historical importance only. This principle states that communication should be done at proper time so that it helps in implementing plans. Such a situation will be detrimental to the interests of the organization. If the messages and communications are in conflict with the policies and programmes then there will be confusion in the minds of subordinates and they may not implement them properly. This principle states that communication should always be consistent with the policies, plans, programmes and objectives of the organization and not in conflict with them. So this principle states that informal communication is as important as formal communication. Senior management may informally convey certain decisions to the employees for getting their feedback. Management should use informal communication for assessing the reaction of employees towards various policies. Sometimes formal communication may not achieve the desired results, informal communication may prove effective in such situations. Principle of Informality:įormal communication is generally used for transmitting messages and other information. There should be a feedback information from the recipient to know whether he has understood the message in the same sense in which the sender has meant it. The principle of feedback is very important to make the communication effective. It is said that ‘actions speak louder than words. For example, if a superior is very punctual in coming to the office then subordinates will also develop such habits. The acts of a superior also draw the attention of subordinates and they may follow what they observe. Subordinates should act similarly as per the contents of the message.
so they may respond differently to the message. People are different in behaviour, attention, emotions etc. In order to make communication effective, the receiver’s attention should be drawn towards message. It is also essential that the receiver is conversant with the language, inherent assumptions, and the mechanics of communication. A clear message will evoke the same response from the other party. It should be kept in mind that the words do not speak themselves but the speaker gives them the meaning. There should be no ambiguity in the message. It should be worded in such a way that the receiver understands the same thing which the sender wants to convey. The idea or message to be communicated should be clearly spelt out. Following principles of communication make it more effective: 1.