Handbooks in Operations Research and Management Science, 5: Marketing

Edited by

  • J. Eliashberg, The Wharton School, University of Pennsylvania, Philadelphia, PA, USA
  • G.L. Lilien, The Pennsylvania State University, University Park, PA, USA

Leading marketing scientists, with an MS/OR orientation, present in this book a state-of-the-art review of their area of expertise. The wide range of material spans the marketing discipline and represents excellent coverage of both what is known and what problem-areas present themselves as ripe for further development.

The articles are written with a technically sophisticated reader in mind, but not necessarily an expert in marketing. The authors provide a discussion of the motivation - the behavioral foundations or key assumptions - leading to the development of the important models or methods in each area.

While not primarily a text, the book provides an excellent foundation for advanced students in marketing. MS/OR professionals, both academic and practitioner alike, will appreciate the impact that the MS/OR approach has had in the marketing area. Finally, the book provides "must" reading for marketing scientists, academics and practitioners, who want access to integrated treatments of the most important topics in their field.

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Book information

  • Published: November 1993
  • Imprint: NORTH-HOLLAND
  • ISBN: 978-0-444-88957-7


... Eliashberg and Lilien have edited a very impressive and informative handbook that represents without any doubt an important enrichment to the marketing literature.
OR Spektrum

... the book is a triumph...
Journal of Classification
The editors have done an outstanding job bringing together the leading marketing scholars to review and discuss these areas. ... In all, this is a very worthwhile book to have at your disposal.
Journal of Marketing Research

Table of Contents

Introduction. Mathematical marketing models: Some historical perspectives and future projections (J. Eliashberg, G.L. Lilien). Models of Market Phenomena. Explanatory and predictive models of consumer behavior (J. Roberts, G.L. Lilien). Mathematical models of group choice and negotiations (K.P. Corfman, S. Gupta). Competitive marketing strategies: Game-theoretic models (K.S. Moorthy). Tools and Methods for Market Analysis. Non-spatial tree models for the assessment of comparative market structure: An integrated review of the marketing and psychometric literature (W.S. DeSarbo, A.K. Manrai, L.A. Manrai). Market-share models (L.G. Cooper). Pretest market forecasting (G.L. Urban). New product diffusion models (V. Mahajan, E. Muller, F.M. Bass). Econometric and time-series market response models (D.M. Hanssens, L.J. Parsons). Elements of the Marketing Mix. Conjoint analysis with product-positioning applications (P.E. Green, A.M. Krieger). Pricing models in marketing (V.R. Rao). Sales promotion models (R.C. Blattberg, S.A. Neslin). Salesforce compensation: A review of MS/OR advances (A.T. Coughlan). Salesforce operations (M.B. Vandenbosch, C.B. Weinberg). Interaction, Strategy and Synergy. Marketing-mix models (H. Gatignon). Marketing decision models: From linear programs to knowledge-based systems (A. Rangaswamy). Marketing strategy models (Y.J. Wind, G.L. Lilien). Marketing-production joint decision-making (J. Eliashberg, R. Steinberg).