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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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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
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Market Structure Research
Shugan, Steven M. - In: The History of Marketing Science
The following sections are included:IntroductionHistory of market structures using cross-elasticities in economicsHistory of market structures using cross-elasticities in marketingHistory of market structures based on asymmetric competitionHistory of market structures using multi-attribute...
Persistent link: https://www.econbiz.de/10011206516
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Advertising Effectiveness
Tellis, Gerard J. - In: The History of Marketing Science
The following sections are included:IntroductionStream 1: Models of advertising elasticityStream 2: Models of advertising carryover and dynamicsStream 3: Models of ad frequencyStream 4: Models of advertising contentStream 5: Field experiments of the effects of advertisingSummaryReferences
Persistent link: https://www.econbiz.de/10011206600
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New Products Research
Lehmann, Donald R.; Golder, Peter N. - In: The History of Marketing Science
New products have been a key focus of research in marketing for decades. As such, there is a huge literature associated …
Persistent link: https://www.econbiz.de/10011206611
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Organizational Buying Behavior
Lilien, Gary L. - In: The History of Marketing Science
The following sections are included:IntroductionLarge system and group choice modelsBargaining and negotiation modelsRelationship and network modelsLooking aheadAcknowledgmentsReferences
Persistent link: https://www.econbiz.de/10011206634
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Pricing
Winer, Russell S. - In: The History of Marketing Science
The following sections are included:IntroductionEmpirical price elasticity researchWillingness-to-Pay researchDynamic pricingProduct line researchReference price researchDirections for future researchReferences
Persistent link: https://www.econbiz.de/10011206639