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The History of Marketing Science
Winer, Russell S (contributor); Neslin, Scott A (contributor) - World Scientific Publishing Co. Pte. Ltd.
The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics … Marketing Science</i> 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 …
Persistent link: https://www.econbiz.de/10011156359
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Four Types of Promotion of Goods in Marketing
Kaluzhsky, Mikhail - Volkswirtschaftliche Fakultät, … - 2012
The article discusses the features of communication policy in marketing. The author analyzes the objectives, functions … attention is paid to the practical use of marketing communications. …
Persistent link: https://www.econbiz.de/10011199843
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The Concept of the "4P" and Marketing planning in a concise and clear Interpretation
Kaluzhsky, Mikhail - Volkswirtschaftliche Fakultät, … - 2012
The article discusses the features of marketing planning through the use of the concept of «4P». The author analyzes … the objectives, functions and structural elements of the concept of «4P» as a tool for marketing planning with the …
Persistent link: https://www.econbiz.de/10011199845
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Product Policy in Marketing
Kaluzhsky, Mikhail - Volkswirtschaftliche Fakultät, … - 2012
The article discusses the features of product policy in marketing. The author analyzes the objectives, functions and …
Persistent link: https://www.econbiz.de/10011199848
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AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS
Hadjimarcou, John - In: International Journal of Management and Marketing Research 5 (2012) 2, pp. 55-65
The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...
Persistent link: https://www.econbiz.de/10011205608
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AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS
Hadjimarcou, John - In: International Journal of Management and Marketing Research 5 (2012) 1, pp. 55-65
The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...
Persistent link: https://www.econbiz.de/10011205624
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Stochastic Models of Buyer Behavior
Fader, Peter S.; Hardie, Bruce G. S.; Sen, Subrata - In: The History of Marketing Science
The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences
Persistent link: https://www.econbiz.de/10011206353
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Sales Promotions
Ailawadi, Kusum L.; Gupta, Sunil - In: The History of Marketing Science
The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences
Persistent link: https://www.econbiz.de/10011206414
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Innovation Diffusion
Muller, Eitan - In: The History of Marketing Science
The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References
Persistent link: https://www.econbiz.de/10011206471
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Customer Relationship Management (CRM)
Neslin, Scott A. - In: The History of Marketing Science
The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences
Persistent link: https://www.econbiz.de/10011206509