Advertising Effectiveness
Age Group_Uncategorized
Age Group_Uncategorized
automatic-update
B01=Russell S Winer
B01=Scott A Neslin
Brand Choice
Brand Equity
Category1=Non-Fiction
Category=KJMV7
Category=KJS
Conjoint Analysis
COP=Singapore
Customer Relationship Management
Delivery_Delivery within 10-20 working days
Distribution Channels
Endogeneity
eq_bestseller
eq_business-finance-law
eq_isMigrated=0
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Field Experiments
Innovation Diffusion
Internet Marketing
Language_English
Machine Learning
Market Segmentation
Market Structure
Marketing Science
New Products
Organizational Buying Behaviour
PA=Available
Price_€100 and above
Pricing
PS=Active
Sales Force
Sales Promotions
Services Marketing
softlaunch
Stochastic Models of Buyer Behaviour
Product details
- ISBN 9789811272226
- Publication Date: 14 Jul 2023
- Publisher: World Scientific Publishing Co Pte Ltd
- Publication City/Country: SG
- Product Form: Hardback
- Language: English
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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.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.
