The history of marketing science / Russell S. Winer, Scott A. Neslin, editors.

Format:

Book

Contributor:

Winer, Russell S., editor.

Neslin, Scott A., editor.

Series:

World Scientific--Now Publishers series in business ; Volume 3.

World Scientific- Now Publishers Series in Business, 2251-3442 ; Volume 3

Language:

English

Subjects (All):

Marketing research--History.

Marketing research.

Marketing--Management--History.

Marketing.

Marketing--Study and teaching--History.

Physical Description:

1 online resource (529 p.)

Place of Publication:

Singapore : World Scientific Publishing Co. Pte. Ltd., 2014.

Language Note:

English

Summary:

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 ch

Contents:

Contents; About the Editors; About the Contributors; Chapter 1. The History of Marketing Science: Beginnings; 1.1 Introduction; 1.2 The origins of marketing science; 1.3 The Marketing Science Institute; 1.4 The TIMS Marketing College1; 1.5 The INFORMS society for marketing science; 1.6 Looking ahead; 1.7 This book; References; Part I. Methods; Chapter 2. Brand Choice Models; 2.1 Introduction; 2.2 Theoretical foundations; 2.2.1 Definition of a choice model; 2.2.2 Thurstone model; 2.2.3 Luce model; 2.2.4 Tversky models; 2.3 Single choice; 2.3.1 Stochastic brand choice; 2.3.2 Logit models

2.3.3 Consideration set models2.3.4 Reference price models; 2.4 Consumer heterogeneity; 2.4.1 Observed heterogeneity; 2.4.2 Unobserved heterogeneity: Latent class; 2.4.3 Unobserved heterogeneity: Choice process models; 2.4.4 Unobserved heterogeneity: Continuous; 2.5 Multiple decisions; 2.5.1 Discrete-continuous models; 2.5.2 Integrated choice models; 2.5.3 Bundle models; 2.5.4 Multi-category models; 2.6 Economic theory; 2.6.1 Endogeneity; 2.6.2 Structural models; 2.6.3 Multiple discreteness; 2.7 Choice dependence; 2.7.1 Spatial models; 2.7.2 Social networks; 2.8 Conclusions; References

Chapter 3. Conjoint Analysis3.1 Introduction; 3.2 Basics of conjoint models; 3.3 Genealogy of CA; 3.4 Ratings-based methods; 3.4.1 Full profile method; 3.4.2 Adaptive methods; 3.4.3 Partial profiles method; 3.4.4 Self-explicated methods; 3.4.5 Hybrid methods; 3.5 Choice-based methods; 3.5.1 Stated choice methods; 3.5.2 Adaptive CBC methods; 3.5.3 Upgrading methods; 3.5.4 Barter conjoint methods; 3.6 Applications; 3.7 Some recent developments; 3.8 Future outlook; References; Chapter 4. Innovation Diffusion; 4.1 Introduction; 4.2 The evolution of innovation diffusion research

4.2.1 Successive generations4.2.2 Decision variables; 4.2.3 International diffusion; 4.2.3.1 Cultural sources; 4.2.3.2 Economic sources; 4.2.4 Brand-level growth; 4.2.5 On methodology; 4.3 What is next?; References; Chapter 5. Econometric Models; 5.1 Introduction: Why econometric models in marketing?; 5.2 Major marketing phenomena; 5.2.1 Brand sales, category sales, and market share (1970s, see Figure 5.2A); 5.2.2 Competitive reactions (1970s, see Figure 5.2A); 5.2.3 Optimal marketing (all decades, see Figure 5.2A); 5.2.4 Customer equity (1990s, see Figure 5.2B)

5.2.5 Marketing and investor response (2000s, see Figure 5.2B)5.2.6 Internet behavior (2000s, see Figure 5.2B); 5.3 Methodological developments; 5.3.1 Functional form specification ; 5.3.2 Distributed lags ; 5.3.3 Endogeneity ; 5.3.4 Data disaggregation and heterogeneity; 5.3.5 Evolving environments and long-term marketing effects; 5.3.6 Unobservable assets; 5.3.7 Structural models; 5.4 Conclusion; References; Chapter 6. Market Structure Research; 6.1 Introduction; 6.2 History of market structures using cross-elasticities; 6.3 History of market structures using cross-elasticities

6.4 History of market structures based on asymmetric competition

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9789814596480

9814596485