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The History of Marketing Science
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Artikel-Nr:
9789814596473
Veröffentl:
2014
Einband:
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Erscheinungsdatum:
02.06.2014
Seiten:
530
Autor:
Scott A. Neslin
Gewicht:
912 g
Format:
235x157x33 mm
Sprache:
Englisch
Beschreibung:
The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.
Introduction/Overview (Scott Neslin, Rick Staelin and Russ Winer); Methods: Brand Choice Models (Gary Russell); Conjoint Analysis (Vithala Rao); Diffusion Models (Eitan Muller); Econometric Models (Mike Hanssens); Market Structure (Steve Shugan); Stochastic Models of Buyer Behavior (Pete Fader et al.); Management: Advertising (Gerry Tellis); Branding and Brand Equity (Tulin Edem and Joffre Swait); Channels (Rick Staelin and Enkyu Lee); Customer Relationship Management (Scott Neslin); Internet Marketing (Wendy Moe and David Schweidel); New Products (Don Lehmann and Peter Golder); Pricing (Russ Winer); Sales Forces (Murali Mantrala); Sales Promotion (Kusum Ailawadi and Sunil Gupta).