Handbook of the Economics of Marketing
"Ten papers explore progress in marketing research, focusing on the central role of marketing institutions to economic outcomes. Papers discuss microeconometric models of consumer demand; inference for marketing decisions; economic foundations of conjoint analysis; empirical search and consideration sets; the implications of digital media and technologies for marketing practice and research; the economics of brands and branding; diffusion and pricing over the product life cycle; selling and sales management; the practice and theory of price promotions; and important tools and insights from research in quantitative marketing that can be useful to public policy. Dubé is Sigmund E. Edelstone Professor of Marketing in the Booth School of Business at The University of Chicago and Research Associate at the National Bureau of Economic Research. Rossi is James A. Collins Chair in Management and Distinguished Professor of Marketing, Economics and Statistics in the Anderson School of Management at University of California, Los Angeles." --Journal of Economic Literature
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. Les mer
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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.
Detaljer
- Forlag
- North-Holland
- Innbinding
- Innbundet
- Språk
- Engelsk
- ISBN
- 9780444637598
- Utgivelsesår
- 2019
- Format
- 23 x 19 cm
Anmeldelser
"Ten papers explore progress in marketing research, focusing on the central role of marketing institutions to economic outcomes. Papers discuss microeconometric models of consumer demand; inference for marketing decisions; economic foundations of conjoint analysis; empirical search and consideration sets; the implications of digital media and technologies for marketing practice and research; the economics of brands and branding; diffusion and pricing over the product life cycle; selling and sales management; the practice and theory of price promotions; and important tools and insights from research in quantitative marketing that can be useful to public policy. Dubé is Sigmund E. Edelstone Professor of Marketing in the Booth School of Business at The University of Chicago and Research Associate at the National Bureau of Economic Research. Rossi is James A. Collins Chair in Management and Distinguished Professor of Marketing, Economics and Statistics in the Anderson School of Management at University of California, Los Angeles." --Journal of Economic Literature
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