| Description |
1 online resource (xxv, 502 pages) : illustrations, portraits. |
| Series |
World Scientific-Now Publishers series in business, 2251-3442 ; vol. 3 |
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World Scientific--Now Publishers series in business ; v. 3.
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| Bibliography |
Includes bibliographical references and index. |
| Contents |
Ch. 1. The history of marketing science: Beginnings / Scott A. Neslin and Russell S. Winer -- part I. Methods. chapter 2. Brand choice models / Gary J. Russell -- chapter 3. Conjoint analysis / Vithala R. Rao -- chapter 4. Innovation diffusion / Eitan Muller -- chapter 5. Econometric models / Dominique M. Hanssens -- chapter 6. Market structure research / Steven M. Shugan -- chapter 7. Stochastic models of buyer behavior / Peter S. Fader, Bruce G.S. Hardie and Subrata Sen -- pt II. Management. chapter 8. Advertising effectiveness / Gerard J. Tellis -- chapter 9. Branding and brand equity models / Tulin Erdem and Joffre Swait -- chapter 10. Distribution channels / Richard Staelin and Eunkyu Lee -- chapter 11. Customer Relationship Management (CRM) / Scott A. Neslin -- chapter 12. Digital and internet marketing / Wendy W. Moe and David A. Schweidel -- chapter 13. New products research / Donald R. Lehmann and Peter N. Golder -- chapter 14. Organizational buying behavior / Gary L. Lilien -- chapter 15. Pricing / Russell S. Winer -- chapter 16. Sales force productivity models / Murali K. Mantrala -- chapter 17. Sales promotions / Kusum L. Ailawadi and Sunil Gupta. |
| Summary |
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. Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book. |
| Subject |
Marketing research -- History.
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Marketing -- Management -- History.
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Marketing -- Study and teaching -- History.
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BUSINESS & ECONOMICS -- Commerce.
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Sales & Selling -- General.
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Marketing -- Management.
(OCoLC)fst01010209
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Marketing research. (OCoLC)fst01010284
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Marketing -- Study and teaching. (OCoLC)fst01010252
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| Genre/Form |
History. (OCoLC)fst01411628
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Electronic books.
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| Added Author |
Winer, Russell S.
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Neslin, Scott A., 1952-
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World Scientific (Firm)
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| Other Form: |
Print version: 9789814619479 |
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Print version: 9789814596473 |
| ISBN |
9789814596480 (electronic bk.) |
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9814596485 (electronic bk.) |
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9814596493 (electronic bk.) |
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9789814596497 (electronic bk.) |
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