Handbook of the Economics of Marketing: Handbooks in Economics, cartea 1
Jean-Pierre Dube, Peter E. Rossien Limba Engleză Hardback – 21 sep 2019
- 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
Preț: 627.93 lei
Preț vechi: 765.77 lei
-18%
Puncte Express: 942
Preț estimativ în valută:
120.31€ • 131.02$ • 102.73£
120.31€ • 131.02$ • 102.73£
Carte tipărită la comandă
Livrare economică 30 aprilie-14 mai
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9780444637598
ISBN-10: 0444637591
Pagini: 632
Dimensiuni: 191 x 234 mm
Greutate: 1.29 kg
Editura: ELSEVIER SCIENCE
Seria Handbooks in Economics
ISBN-10: 0444637591
Pagini: 632
Dimensiuni: 191 x 234 mm
Greutate: 1.29 kg
Editura: ELSEVIER SCIENCE
Seria Handbooks in Economics
Public țintă
graduate students and professors worldwide studying industrial organization, marketing, and microeconomicsCuprins
1. Microeconometric models of consumer demand Jean-Pierre Dubé 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 Sanjog Misra 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
Recenzii
"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