Handbook of the Economics of Marketing, Volume 1

Chapters include:
Microeconometric demand models
Jean-Pierre Dube
Inference for Marketing Decisions
Peter Rossi and Greg Allenby
Economic Foundations of Conjoint Analysis
Peter Rossi and Greg Allenby
The Economics of Brands and Branding
Bart Bronnenberg, Jean-Pierre Dube and Sridhar Moorthy
Digital Marketing
Avi Goldfarb and Catherine Tucker
Marketing and Public Policy
Aviv Nevo
How Price Promotions Work: A Review of Practice and Theory
Eric Anderson

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.

• Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing
• Designed for economists already convinced of the benefits of applying economics tools to marketing
• Written for those who wish to become quickly acquainted with the integration of marketing and economics

Graduate students and professors worldwide studying industrial organization, marketing, and microeconomics