Handbook of the Economics of Marketing

Erscheinungsjahr 2019
ISBN: 978-0-444-63759-8
Verlag: NORTH HOLLAND

Buch, Englisch, 632 Seiten, Format (B × H): 191 mm x 235 mm, Gewicht: 1450 g

Reihe: Handbooks in Economics

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.

Zielgruppe

<p>graduate students and professors worldwide studying industrial organization, marketing, and microeconomics</p>

Autoren/Hrsg.

Dube, Jean-Pierre

Rossi, Peter E.

Weitere Mitwirkende

Dube, Jean-Pierre

Rossi, Peter E.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Industrielle Organisation
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Mikroökonomie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Rossi, Peter E.
Peter E. Rossi is James Collins Professor of Marketing, Statistics and Economics at UCLA Anderson School of Management. A fellow of the American Statistical Association and the Journal of Econometrics, he is founding editor, Quantitative Marketing and Economics, past Associate Editor for Journal of the American Statistical Association, Journal of Econometrics, and Journal of Business and Economic Statistics.

Dube, Jean-Pierre
Jean-Pierre Dubé is the Sigmund E. Edelstone Professor of Marketing at the University of Chicago Booth School of Business. Professor Dubé is also director of the Kilts Center for Marketing at the Booth School and a Faculty Research Fellow at the National Bureau of Economic Research. He was the recipient of the 2008 Paul E. Green Award for Best paper in the Journal of Marketing Research and of the 2005 Faculty Teaching Excellence Award for Evening MBA and Weekend MBA Programs at the Chicago Booth. He was also the recipient of several MSI Research Grants, a Kauffman grant, and a Yahoo! Faculty Research Grant.