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.
1. Cover image - p. iv 2. Title page - p. iv 3. Table of Contents - p. iv 4. Copyright - p. iv 5. Contributors - p. xiii 6. Preface - p. xv 7. Chapter 1: Microeconometric models of consumer demand - p. xviii 8. Chapter 2: Inference for marketing decisions - p. 68 9. Chapter 3: Economic foundations of conjoint analysis - p. 149 10. Chapter 4: Empirical search and consideration sets - p. 192 11. Chapter 5: Digital marketing - p. 257 12. Chapter 6: The economics of brands and branding - p. 290 13. Chapter 7: Diffusion and pricing over the product life cycle - p. 358 14. Chapter 8: Selling and sales management - p. 439 15. Chapter 9: How price promotions work: A review of practice and theory - p. 496 16. Chapter 10: Marketing and public policy - p. 552 17. Index - p. 597
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.
1. Cover image - p. iv 2. Title page - p. iv 3. Table of Contents - p. iv 4. Copyright - p. iv 5. Contributors - p. xiii 6. Preface - p. xv 7. Chapter 1: Microeconometric models of consumer demand - p. xviii 8. Chapter 2: Inference for marketing decisions - p. 68 9. Chapter 3: Economic foundations of conjoint analysis - p. 149 10. Chapter 4: Empirical search and consideration sets - p. 192 11. Chapter 5: Digital marketing - p. 257 12. Chapter 6: The economics of brands and branding - p. 290 13. Chapter 7: Diffusion and pricing over the product life cycle - p. 358 14. Chapter 8: Selling and sales management - p. 439 15. Chapter 9: How price promotions work: A review of practice and theory - p. 496 16. Chapter 10: Marketing and public policy - p. 552 17. Index - p. 597
