Handbook of the Economics of Marketing: Volume 1

ISBN-13: 9780444637598 / Angielski / Twarda / 2019 / 632 str.

Jean-Pierre Dube; Peter E. Rossi

Recenzje

"Ten papers explore progress in marketing research, focusing on the central role of marketing institutions to economic outcomes. Papers discuss microeconometric models of consumer demand; inference for marketing decisions; economic foundations of conjoint analysis; empirical search and consideration sets; the implications of digital media and technologies for marketing practice and research; the economics of brands and branding; diffusion and pricing over the product life cycle; selling and sales management; the practice and theory of price promotions; and important tools and insights from research in quantitative marketing that can be useful to public policy. Dubé is Sigmund E. Edelstone Professor of Marketing in the Booth School of Business at The University of Chicago and Research Associate at the National Bureau of Economic Research. Rossi is James A. Collins Chair in Management and Distinguished Professor of Marketing, Economics and Statistics in the Anderson School of Management at University of California, Los Angeles." --Journal of Economic Literature

Spis treści

1. Microeconometric models of consumer demand Jean-Pierre Dubé 2. Inference for marketing decisions Greg M. Allenby and Peter E. Rossi 3. Economic foundations of conjoint analysis Greg M. Allenby, Nino Hardt, and Peter E. Rossi 4. Empirical search and consideration sets Elisabeth Honka, Ali Hortaçsu, and Matthijs Wildenbeest 5. Digital marketing Avi Goldfarb and Catherine Tucker 6. The economics of brands and branding Bart J. Bronnenberg, Jean-Pierre Dubé, and Sridhar Moorthy 7. Diffusion and pricing over the product life cycle Harikesh S. Nair 8. Selling and sales management Sanjog Misra 9. How price promotions work: a review of practice and theory Eric T. Anderson and Ed Fox 10. Marketing and public policy Rachel Griffith and Aviv Nevo