マーケティング科学の歴史 History of Marketing Science, the (World Scientific-now Publishers Series in Business)

Winer, Russell S (EDT)/ Neslin, Scott A (EDT)

World Scientific Publishing Co Pte Ltd（2014/08発売）

• 製本 Hardcover:ハードカバー版／ページ数 528 p.
• 言語 ENG
• 商品コード 9789814596473
• DDC分類 658.8

Full Description

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science 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 treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.

Contents

Introduction/Overview (Scott Neslin, Rick Staelin and Russ Winer); Methods: Brand Choice Models (Gary Russell); Conjoint Analysis (Vithala Rao); Diffusion Models (Eitan Muller); Econometric Models (Mike Hanssens); Market Structure (Steve Shugan); Stochastic Models of Buyer Behavior (Pete Fader et al.); Management: Advertising (Gerry Tellis); Branding and Brand Equity (Tulin Edem and Joffre Swait); Channels (Rick Staelin and Enkyu Lee); Customer Relationship Management (Scott Neslin); Internet Marketing (Wendy Moe and David Schweidel); New Products (Don Lehmann and Peter Golder); Pricing (Russ Winer); Sales Forces (Murali Mantrala); Sales Promotion (Kusum Ailawadi and Sunil Gupta).