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The history of marketing science

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The history of marketing science/ editors, Russell S. Winer, Scott A. Neslin.
其他作者:	Winer, Russell S.
出版者:	Singapore :World Scientific Pub. Co. ; : 2014.,
面頁冊數:	1 online resource (xxv, 502 p.) :ill., port. :
標題:	Marketing research - History. -
電子資源:	http://www.worldscientific.com/worldscibooks/10.1142/9128#t=toc
ISBN:	9789814596480 (electronic bk.)

The history of marketing science
The history of marketing science[electronic resource] /editors, Russell S. Winer, Scott A. Neslin. - Singapore :World Scientific Pub. Co. ;2014. - 1 online resource (xxv, 502 p.) :ill., port. - World Scientific-Now Publishers series in business,vol. 32251-3442 ;. - World Scientific--Now Publishers series in business ;v. 3..

Includes bibliographical references and index.

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.

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.

ISBN: 9789814596480 (electronic bk.)Subjects--Topical Terms:

939033
Marketing research
--History.

LC Class. No.: HF5415.2 / .H55 2015

Dewey Class. No.: 381/.109

The history of marketing science
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245 0 4 $a The history of marketing science $h [electronic resource] / $c editors, Russell S. Winer, Scott A. Neslin.
260 $a Singapore : $b World Scientific Pub. Co. ; $a Hanover, Mass. : $b Now Publishers Inc., $c 2014.
300 $a 1 online resource (xxv, 502 p.) : $b ill., port.
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504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a 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.
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650 0 $a Marketing $x Study and teaching $x History. $3 1061050
700 1 $a Winer, Russell S. $3 643736
700 1 $a Neslin, Scott A., $d 1952- $3 1061047
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830 0 $a World Scientific--Now Publishers series in business ; $v v. 3. $3 1061048
856 4 0 $u http://www.worldscientific.com/worldscibooks/10.1142/9128#t=toc