Handbook of the Economics of Marketing
Specificaties
Gebonden, blz.
|
Engels
Elsevier Science |
e druk, 2019
ISBN13: 9780444637598
Rubricering
Onderdeel van serie
Handbooks in Economics
Levertijd ongeveer 8 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9780444637598
Taal:Engels
Bindwijze:Gebonden
Uitgever:Elsevier Science
Serie:Handbooks in Economics
Inhoudsopgave
<p>1. Microeconometric models of consumer demand<br>Jean-Pierre Dubé<br>2. Inference for marketing decisions<br>Greg M. Allenby and Peter E. Rossi<br>3. Economic foundations of conjoint analysis<br>Greg M. Allenby, Nino Hardt, and Peter E. Rossi<br>4. Empirical search and consideration sets<br>Elisabeth Honka, Ali Hortaçsu, and Matthijs Wildenbeest<br>5. Digital marketing<br>Avi Goldfarb and Catherine Tucker<br>6. The economics of brands and branding<br>Bart J. Bronnenberg, Jean-Pierre Dubé, and Sridhar Moorthy<br>7. Diffusion and pricing over the product life cycle<br>Harikesh S. Nair<br>8. Selling and sales management<br>Sanjog Misra<br>9. How price promotions work: a review of practice and theory<br>Eric T. Anderson and Ed Fox<br>10. Marketing and public policy<br>Rachel Griffith and Aviv Nevo</p>