Handbook of the Economics of Marketing: Volume 1: Marketing and Economics

This literature summary of research at the intersection of economics and marketing is written by and for economists. Its authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. The volume mixes empirical work in industrial organization with quantitative marketing tools and concentrates on helping researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering the comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. Helps academic and non-academic economists understand recent rapid changes in the economics of marketingDesigned for economists already convinced of the benefits of applying economics tools to marketing as well as mainstream economists who want a deeper understanding of these applications Written for those who wish to become quickly acquainted with the integration of marketing and economics INDICE: 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

• ISBN: 978-0-444-63759-8
• Editorial: North Holland
• Encuadernacion: Cartoné
• Páginas: 1000
• Fecha Publicación: 01/08/2018
• Nº Volúmenes: 1
• Idioma: Inglés