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.