The history of marketing science
Winer, Russell S.

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  • The history of marketing science
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: The history of marketing science/ editors, Russell S. Winer, Scott A. Neslin.
    其他作者: Winer, Russell S.
    出版者: Singapore :World Scientific Pub. Co. ; : 2014.,
    面頁冊數: 1 online resource (xxv, 502 p.) :ill., port.
    內容註: Ch. 1. The history of marketing science: Beginnings / Scott A. Neslin and Russell S. Winer -- pt. I. Methods. ch. 2. Brand choice models / Gary J. Russell -- ch. 3. Conjoint analysis / Vithala R. Rao -- ch. 4. Innovation diffusion / Eitan Muller -- ch. 5. Econometric models / Dominique M. Hanssens -- ch. 6. Market structure research / Steven M. Shugan -- ch. 7. Stochastic models of buyer behavior / Peter S. Fader, Bruce G.S. Hardie and Subrata Sen -- pt II. Management. ch. 8. Advertising effectiveness / Gerard J. Tellis -- ch. 9. Branding and brand equity models / Tulin Erdem and Joffre Swait -- ch. 10. Distribution channels / Richard Staelin and Eunkyu Lee -- ch. 11. Customer Relationship Management (CRM) / Scott A. Neslin -- ch. 12. Digital and internet marketing / Wendy W. Moe and David A. Schweidel -- ch. 13. New products research / Donald R. Lehmann and Peter N. Golder -- ch. 14. Organizational buying behavior / Gary L. Lilien -- ch. 15. Pricing / Russell S. Winer -- ch. 16. Sales force productivity models / Murali K. Mantrala -- ch. 17. Sales promotions / Kusum L. Ailawadi and Sunil Gupta.
    標題: Marketing research - History. -
    電子資源: http://www.worldscientific.com/worldscibooks/10.1142/9128#t=toc
    ISBN: 9789814596480 (electronic bk.)
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