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New developments in marketing management support systems (MMSSs) have provided the marketer with a growing supply of tools that can enrich decision making. In this paper, we describe the concept of marketing engineering -an approach to solving marketing decision problems -popularized by Lilien and Rangaswamy [Lilien GL,Rangaswamy A. Marketing engineering: computer-assisted marketing analysis and planning. Reading, MA: Addison-Wesley, 1998.]. We describe how marketing engineering harnessesdoi:10.1016/s0148-2963(00)00146-6 fatcat:6zhcwhyh45elhlioikxxdnvsce