HISTORY OF MKTG SCI (2ND ED): Second Edition (WORLD SCIENTIFIC-NOW PUBLISHERS SERIES IN BUSINESS, Band 18) - Softcover

Winer Russell S

Softcover

ISBN 10: 9811287678 ISBN 13: 9789811287671

Verlag: WSP/NOW PUBLISHER, 2023

Inhaltsangabe

The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions. This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.

Details zur Ausgabe

• Verlag: WSP/NOW PUBLISHER
• Erscheinungsdatum: 2023
• Sprache: Englisch
• ISBN 10: 9811287678
• ISBN 13: 9789811287671
• Einband: Taschenbuch
• Auflage: 2
• Anzahl der Seiten: 848
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland