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1. Microeconometric models of consumer demand
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
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
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
- No. of pages:
- © North Holland 2019
- 19th September 2019
- North Holland
- eBook ISBN:
- Hardcover ISBN:
"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
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.
Booth School of Business, University of Chicago, Chicago, IL, USA
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.
UCLA Anderson School of Management, University of California, Los Angeles, CA, USA
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