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Full Description
Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies.
Contents
1. Microeconometric models of consumer demand
Jean-Pierre Dubé
2. Inference for marketing decisions
Greg M. Allenby and Peter E. Rossi
3. Economic foundations of conjoint analysis
Greg M. Allenby, Nino Hardt, and Peter E. Rossi
4. Empirical search and consideration sets
Elisabeth Honka, Ali Hortaçsu, and Matthijs Wildenbeest
5. Digital marketing
Avi Goldfarb and Catherine Tucker
6. The economics of brands and branding
Bart J. Bronnenberg, Jean-Pierre Dubé, and Sridhar Moorthy
7. Diffusion and pricing over the product life cycle
Harikesh S. Nair
8. Selling and sales management
Sanjog Misra
9. How price promotions work: a review of practice and theory
Eric T. Anderson and Ed Fox
10. Marketing and public policy
Rachel Griffith and Aviv Nevo
