The history of marketing science /

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 o...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor Corporativo: World Scientific (Firm)
Otros Autores: Winer, Russell S. (Editor ), Neslin, Scott A., 1952- (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Singapore : Hanover, MA : World Scientific Pub. Co. ; Now Publishers Inc., ©2014.
Colección:World Scientific--Now Publishers series in business ; v. 3.
Temas:
Marketing research > History.
Marketing > Management > History.
Marketing > Study and teaching > History.
Marketing > Recherche > Histoire.
Marketing > Gestion > Histoire.
Marketing > Étude et enseignement > Histoire.
BUSINESS & ECONOMICS > Commerce.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Sales & Selling > General.
Marketing > Management.
Marketing research.
Marketing > Study and teaching.
History.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Ch. 1. The history of marketing science: Beginnings / Scott A. Neslin and Russell S. Winer
  • pt. I. Methods. ch. 2. Brand choice models / Gary J. Russell
  • ch. 3. Conjoint analysis / Vithala R. Rao
  • ch. 4. Innovation diffusion / Eitan Muller
  • ch. 5. Econometric models / Dominique M. Hanssens
  • ch. 6. Market structure research / Steven M. Shugan
  • ch. 7. Stochastic models of buyer behavior / Peter S. Fader, Bruce G.S. Hardie and Subrata Sen
  • pt II. Management. ch. 8. Advertising effectiveness / Gerard J. Tellis
  • ch. 9. Branding and brand equity models / Tulin Erdem and Joffre Swait
  • ch. 10. Distribution channels / Richard Staelin and Eunkyu Lee
  • ch. 11. Customer Relationship Management (CRM) / Scott A. Neslin
  • ch. 12. Digital and internet marketing / Wendy W. Moe and David A. Schweidel
  • ch. 13. New products research / Donald R. Lehmann and Peter N. Golder
  • ch. 14. Organizational buying behavior / Gary L. Lilien
  • ch. 15. Pricing / Russell S. Winer
  • ch. 16. Sales force productivity models / Murali K. Mantrala
  • ch. 17. Sales promotions / Kusum L. Ailawadi and Sunil Gupta.

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