The history of marketing science

목차 (Table of Contents)

• CONTENTS
• About the Editors = v
• About the Contributors = vii
• 1. The History of Marketing Science : Beginnings / Scott A. Neslin ; Russell S. Winer = 1
• Part 1 : Methods 19
• 2. Brand Choice Models / Gary J. Russell = 21
• 3. Conjoint Analysis / Vithala R. Rao = 49
• 4. Innovation Diffusion / Eitan Muller ; Renana Peres = 89
• 5. Econometric Models / Dominique M. Hanssens ; Mamik G. Dekimpe = 117
• 6. Market Structure / Steven M. Shugan = 153
• 7. Stochastic Models of Buyer Behavior / Peter S. Fader ; Bruce G. S. Hardie ; Subrata Sen = 199
• 8. Endogeneity and Causal Inference in Marketing / Dominik Papies ; Peter Ebbes ; Elea McDonnell Feit = 253
• 9. Al and Machine Learning / P. K. Kannan ; Liye Ma = 301
• 10. Field Experiments / Yiting Deng ; Anja Lambrecht ; Catherine Tucker = 335
• Part 2 : Management = 363
• 11. Advertising Effectiveness / Gerard J. Tellis = 365
• 12. Branding and Brand Equity Models / Tiilin Erdem ; Joffre Swait = 409
• 13. Distribution Channels / Eunkyu Lee ; Richard Staelin = 435
• 14. Customer Relationship Management (CRM) / Scott A. Neslin = 471
• 15. The Internet as a Social Medium / Wendy W. Moe ; David A. Schweidel = 501
• 16. Internet Marketing / Peter J. Danaher ; Andrew T. Stephen = 523
• 17. New Products Research / Tingting Fan ; Peter N. Golder ; Donald R. Lehmann = 551
• 18. Service Marketing Models / Roland T. Rust ; Ming-Hui Huang = 595
• 19. Models of Organizational Buying Behavior / Gary L. Lilien = 623
• 20. Pricing / Russell S. Winer = 649
• 21. Sales Force Productivity Models / Murali K. Mantrala = 679
• 22. Sales Promotions / Karen Gedenk ; Kusum L. Ailawadi ; Sunil Gupta = 721
• 23. Market Segmentation / Michel Wedel ; Wayne S. DeSarbo = 761