History Of Marketing Science The Second Edition

Author : Russell S Winer,Scott A Neslin
Publisher : World Scientific
Page : 848 pages
File Size : 54,9 Mb
Release : 2023-06-16
Category : Business & Economics
ISBN : 9789811272240

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History Of Marketing Science, The (Second Edition) by Russell S Winer,Scott A Neslin Pdf

The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.

Author : Russell S Winer,Scott A Neslin
Publisher : World Scientific Publishing Company
Page : 0 pages
File Size : 40,9 Mb
Release : 2023-07-14
Category : Business & Economics
ISBN : 9811287678

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The History of Marketing Science by Russell S Winer,Scott A Neslin Pdf

The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.

Author : Russell S Winer,Scott A Neslin
Publisher : World Scientific
Page : 528 pages
File Size : 41,5 Mb
Release : 2014-06-27
Category : Business & Economics
ISBN : 9789814596497

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The History of Marketing Science by Russell S Winer,Scott A Neslin Pdf

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. Contents:The History of Marketing Science: Beginnings (Scott A Neslin and Russell S Winer)Methods:Brand Choice Models (Gary J Russell)Conjoint Analysis (Vithala R Rao)Innovation Diffusion (Eitan Muller)Econometric Models (Dominique M Hanssens)Market Structure Research (Steven M Shugan)Stochastic Models of Buyer Behavior (Peter S Fader, Bruce G S Hardie and Subrata Sen)Management:Advertising Effectiveness (Gerard J Tellis)Branding and Brand Equity Models (Tulin Edem and Joffre Swait)Distribution Channels (Richard Staelin and Eunkyu Lee)Customer Relationship Management (CRM) (Scott A Neslin)Digital and Internet Marketing (Wendy W Moe and David A Schweidel)New Products Research (Donald R Lehmann and Peter N Golder)Organizational Buying Behavior (Gary L Lilien)Pricing (Russell S Winer)Sales Force Productivity Models (Murali K Mantrala)Sales Promotions (Kusum L. Ailawadi and Sunil Gupta) Readership: Students of marketing science; researchers in the science of marketing; and general public interested in 50 years of marketing science history. Key Features:Provides a roadmap of the development of 16 areas of marketing science that is useful from a historical perspective and identifies the important gaps in the literature that can provide an impetus for future researchA great resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companiesEmphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of the field over the past 50 yearsKeywords:Marketing;Marketing Science;Marketing Models;Quantitative Analysis;History of Marketing

Author : Robert Bartels
Publisher : Publishing Horizons, Incorporated
Page : 406 pages
File Size : 43,7 Mb
Release : 1988
Category : Business & Economics
ISBN : IND:39000008379914

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The History of Marketing Thought by Robert Bartels Pdf

Author : D.G. Brian Jones,Mark Tadajewski
Publisher : Routledge
Page : 232 pages
File Size : 51,5 Mb
Release : 2017-12-12
Category : Business & Economics
ISBN : 9781317295952

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Foundations of Marketing Thought by D.G. Brian Jones,Mark Tadajewski Pdf

The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics. This book tells a different story describing the influence of the German Historical School on institutional economists and economic historians who pioneered the study of marketing in America and Britain during the late 19th and early 20th centuries. Drawing from archival materials at the University of Wisconsin, Harvard Business School, and the University of Birmingham, this book documents the early intellectual genealogy of marketing science and traces the ideas that early American and British economists borrowed from German scholars to study and teach marketing. Early marketing scholars both in America and Britain openly credited the German School, and its ideology based on social welfare and distributive justice was a strong motivation for many institutional economists who studied marketing in America, predating the modern macro-marketing school by many decades. Challenging many traditional beliefs, this book provides an authoritative new narrative of the origins of marketing thought. It will be of great interest to educators, scholars and advanced students with an interest in marketing theory and history, and in the history of economic thought.

Author : Hollensen Svend,Opresnik Marc Oliver
Publisher : World Scientific
Page : 520 pages
File Size : 40,9 Mb
Release : 2019-03-15
Category : Business & Economics
ISBN : 9781944659646

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Marketing: A Relationship Perspective (Second Edition) by Hollensen Svend,Opresnik Marc Oliver Pdf

Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.

Author : Figueiredo, Paula Cristina Nunes
Publisher : IGI Global
Page : 384 pages
File Size : 45,7 Mb
Release : 2024-02-19
Category : Computers
ISBN : 9798369307137

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Complex AI Dynamics and Interactions in Management by Figueiredo, Paula Cristina Nunes Pdf

Artificial Intelligence (AI) permeates our daily lives, revolutionizing routine tasks. However, the profound implications of AI on business management demand meticulous scrutiny. Leaders and organizations must proactively shape strategies to align with the tenets of this new era. This necessitates a commitment to innovatively amalgamate data, technology, design, and human expertise to address real-world challenges on a large scale. Beyond concerns about the future of work and potential job displacement due to automation, societal readiness at all levels becomes paramount for AI to benefit humanity. Complex AI Dynamics and Interactions in Management guides leaders and organizations navigating this transformative era. It facilitates a seamless transition by advocating successful AI initiatives, discerning optimal opportunities, fostering diverse expert teams, conducting strategic experiments, and crafting solutions that contribute to the benefit of both the organization and society. This book is a valuable resource for managers and decision-makers, providing insights on leveraging AI to enhance business sustainability. This initiative allows collaboration among stakeholders, including professionals from public and private sectors, human resources specialists, data experts, and academics from various countries.

Author : Rolf Fare,Shawna Grosskopf,Dimitris Margaritis
Publisher : World Scientific
Page : 149 pages
File Size : 40,7 Mb
Release : 2024-03-14
Category : Business & Economics
ISBN : 9789811285943

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Market Power, Economic Efficiency And The Lerner Index by Rolf Fare,Shawna Grosskopf,Dimitris Margaritis Pdf

The book uses distance functions, a generalization of the more familiar production function, as the theoretical and empirical tools to construct Lerner indexes of market power in both the input and output markets. The use of distance functions enables us to explicitly account for the effects of firm inefficiency and price markups in the evaluation of market power. The book focusses on the theory and provides a menu of applications to construct measures of firm efficiency and market power in the financial and public sectors.

Author : Michael J Baker,Michael Saren
Publisher : SAGE Publications
Page : 449 pages
File Size : 47,8 Mb
Release : 2010-03-31
Category : Business & Economics
ISBN : 9781849204668

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Marketing Theory by Michael J Baker,Michael Saren Pdf

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

Author : Berend Wierenga,Ralf van der Lans
Publisher : Springer
Page : 598 pages
File Size : 41,7 Mb
Release : 2017-07-12
Category : Business & Economics
ISBN : 9783319569413

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Handbook of Marketing Decision Models by Berend Wierenga,Ralf van der Lans Pdf

The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

Author : V. Kumar,Denish Shah
Publisher : Edward Elgar Publishing
Page : 528 pages
File Size : 41,8 Mb
Release : 2015-01-30
Category : Business & Economics
ISBN : 9781781004982

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Handbook of Research on Customer Equity in Marketing by V. Kumar,Denish Shah Pdf

Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizin

Author : Paul Baines,Sophie Whitehouse,Paolo Antonetti,Sara Rosengren
Publisher : Oxford University Press, USA
Page : 404 pages
File Size : 48,6 Mb
Release : 2021-01-12
Category : Electronic
ISBN : 9780198829256

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Fundamentals of Marketing 2e by Paul Baines,Sophie Whitehouse,Paolo Antonetti,Sara Rosengren Pdf

Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.

Author : Ronald A. Fullerton
Publisher : Routledge
Page : 247 pages
File Size : 48,8 Mb
Release : 2015-12-22
Category : Business & Economics
ISBN : 9781317536123

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The Foundations of Marketing Practice by Ronald A. Fullerton Pdf

Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers’ dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed—decades before there was any written theory about marketing. This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen. All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.

Author : Naresh K. Malhotra,Jon M. Hawes
Publisher : Springer
Page : 497 pages
File Size : 45,6 Mb
Release : 2014-11-18
Category : Business & Economics
ISBN : 9783319111018

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Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference by Naresh K. Malhotra,Jon M. Hawes Pdf

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 1986 Academy of Marketing Science (AMS) Annual Conference held in Anaheim, California.

Author : D.G. Brian Jones,Mark Tadajewski
Publisher : Routledge
Page : 740 pages
File Size : 49,9 Mb
Release : 2016-01-29
Category : Business & Economics
ISBN : 9781134688753

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The Routledge Companion to Marketing History by D.G. Brian Jones,Mark Tadajewski Pdf

The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies. The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.