History Of Marketing Science, The
Author:   Russell S Winer (New York Univ, Usa) ,  Scott A Neslin (Dartmouth College, Usa)
Publisher:   World Scientific Publishing Co Pte Ltd
Volume:   3
ISBN:  

9789814596473


Pages:   528
Publication Date:   28 August 2014
Format:   Hardback
Availability:   In Print   Availability explained
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History Of Marketing Science, The


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Overview

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.

Full Product Details

Author:   Russell S Winer (New York Univ, Usa) ,  Scott A Neslin (Dartmouth College, Usa)
Publisher:   World Scientific Publishing Co Pte Ltd
Imprint:   World Scientific Publishing Co Pte Ltd
Volume:   3
Dimensions:   Width: 15.20cm , Height: 2.90cm , Length: 22.90cm
Weight:   0.871kg
ISBN:  

9789814596473


ISBN 10:   9814596477
Pages:   528
Publication Date:   28 August 2014
Audience:   College/higher education ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

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).

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