The History of Marketing Science

Edited by Russell S Winer and Scott A Neslin

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.

Keywords: Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
ISBN: 9789811272226
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https://www.worldscientific.com/worldscibooks/10.1142/13305 (text/html)
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Chapters in this book:

Ch 1 The History of Marketing Science: Beginnings , pp 1-17

Scott A. Neslin and Russell S. Winer

Ch 2 Brand Choice Models , pp 21-48

Gary J. Russell

Ch 3 Conjoint Analysis , pp 49-88

Vithala R. Rao

Ch 4 Innovation Diffusion , pp 89-116

Eitan Muller and Renana Peres

Ch 5 Econometric Models , pp 117-151

Dominique M. Hanssens and Marnik G. Dekimpe

Ch 6 Market Structure , pp 153-198

Steven M. Shugan

Ch 7 Stochastic Models of Buyer Behavior , pp 199-251

Peter S. Fader, Bruce G. S. Hardie and Subrata Sen

Ch 8 Endogeneity and Causal Inference in Marketing , pp 253-300

Dominik Papies, Peter Ebbes and Elea Feit

Ch 9 AI and Machine Learning , pp 301-334

P. K. Kannan and Liye Ma

Ch 10 Field Experiments , pp 335-362

Yiting Deng, Anja Lambrecht and Catherine Tucker

Ch 11 Advertising Effectiveness , pp 365-408

Gerard J. Tellis

Ch 12 Branding and Brand Equity Models , pp 409-433

Tülin Erdem and Joffre Swait

Ch 13 Distribution Channels , pp 435-470

Eunkyu Lee and Richard Staelin

Ch 14 Customer Relationship Management (CRM) , pp 471-500

Scott A. Neslin

Ch 15 The Internet as a Social Medium , pp 501-521

Wendy W. Moe and David A. Schweidel

Ch 16 Internet Marketing , pp 523-550

Peter Danaher and Andrew T. Stephen

Ch 17 New Products Research , pp 551-593

Tingting Fan, Peter N. Golder and Donald R. Lehmann

Ch 18 Service Marketing Models , pp 595-622

Roland T. Rust and Ming-Hui Huang

Ch 19 Models of Organizational Buying Behavior , pp 623-648

Gary L. Lilien

Ch 20 Pricing , pp 649-678

Russell S. Winer

Ch 21 Sales Force Productivity Models , pp 679-719

Murali K. Mantrala

Ch 22 Sales Promotions , pp 721-759

Karen Gedenk, Kusum L. Ailawadi and Sunil Gupta

Ch 23 Market Segmentation , pp 761-800

Michel Wedel and Wayne S. DeSarbo

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