Handbook of the Economics of Marketing, Volume 1

Section 1: Consumer Theory and Demand Estimation
1. Microeconometric Models of Demand
2. Inference for Marketing Decisions
3. Conjoint Analysis
4. Consumer Decision-Making under Uncertainty
5. Empirical Search and Consideration Sets
6. Digital Marketing and Attribution Modeling

Section 2: Firm Marketing Strategy
7. Evolution of Brands and Branding
8. Retailing
9. Dynamic Differentiated Products Oligopoly
10. Advertising Strategy
11. Salesforce Management and Channel Strategy

Section 3: Marketing and Public Policy
12. Marketing and Public Policy

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