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 History of Marketing Science

Keywords: Marketing; Marketing Science; Marketing Models; Quantitative Analysis; History of Marketing (search for similar items in EconPapers)
Date: 2014
ISBN: 9789814596473
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https://www.worldscientific.com/worldscibooks/10.1142/9128 (text/html)
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Chapters in this book:

Ch 1 The History of Marketing Science: Beginnings , pp 1-15

Scott A. Neslin and Russell S. Winer

Ch 2 Brand Choice Models , pp 19-46

Gary J. Russell

Ch 3 Conjoint Analysis , pp 47-76

Vithala R. Rao

Ch 4 Innovation Diffusion , pp 77-97

Eitan Muller

Ch 5 Econometric Models , pp 99-127

Dominique M. Hanssens

Ch 6 Market Structure Research , pp 129-164

Steven M. Shugan

Ch 7 Stochastic Models of Buyer Behavior , pp 165-205

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

Ch 8 Advertising Effectiveness , pp 209-235

Gerard J. Tellis

Ch 9 Branding and Brand Equity Models , pp 237-260

Tulin Erdem and Joffre Swait

Ch 10 Distribution Channels , pp 261-287

Richard Staelin and Eunkyu Lee

Ch 11 Customer Relationship Management (CRM) , pp 289-317

Scott A. Neslin

Ch 12 Digital and Internet Marketing , pp 319-340

Wendy W. Moe and David A. Schweidel

Ch 13 New Products Research , pp 341-370

Donald R. Lehmann and Peter N. Golder

Ch 14 Organizational Buying Behavior , pp 371-395

Gary L. Lilien

Ch 15 Pricing , pp 397-426

Russell S. Winer

Ch 16 Sales Force Productivity Models , pp 427-462

Murali K. Mantrala

Ch 17 Sales Promotions , pp 463-497

Kusum L. Ailawadi and Sunil Gupta

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