UnknownWiner, Russell S.
World Scientific Publishing Co. Pte. Ltd. (Singapore, 2014) (eng) English9789814596480World Scientific-Now Publishers series in businessUnknownMARKETING RESEARCH -- HISTORY; Includes bibliographical references and index; 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.
ch. 1. The history of marketing science: Beginnings / Scott A. Neslin and Russell S. Winer --
pt. I. Methods.
ch. 2. Brand choice models / Gary J. Russell --
ch. 3. Conjoint analysis / Vithala R. Rao --
ch. 4. Innovation diffusion / Eitan Muller --
ch. 5. Econometric models / Dominique M. Hanssens --
ch. 6. Market structure research / Steven M. Shugan --
ch. 7. Stochastic models of buyer behavior / Peter S. Fader, Bruce G. S. Hardie and Subrata Sen --
pt II. Management.
ch. 8. Advertising effectiveness / Gerard J. Tellis --
ch. 9. Branding and brand equity models / Tulin Erdem and Joffre Swait --
ch. 10. Distribution channels / Richard Staelin and Eunkyu Lee --
ch. 11. Customer Relationship Management (CRM) / Scott A. Neslin --
ch. 12. Digital and internet marketing / Wendy W. Moe and David A. Schweidel --
ch. 13. New products research / Donald R. Lehmann and Peter N. Golder --
ch. 14. Organizational buying behavior / Gary L. Lilien --
ch. 15. Pricing / Russell S. Winer --
ch. 16. Sales force productivity models / Murali K. Mantrala --
ch. 17. Sales promotions / Kusum L. Ailawadi and Sunil Gupta.