Product Description
Handbook of the Economics of Marketing
Presents a comprehensive synthesis of research at the intersection of marketing and economics
Jean-Pierre Dube (Volume editor), Peter E. Rossi (Volume editor)
9780444637598
Hardback, published 21 September 2019
632 pages
23.5 x 19 x 3.4 cm, 1.45 kg
\""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. Dub\u00E9 is Sigmund ]
Handbook of the Economics of Marketing Dube Rossi Hardback Volume 1
Handbook of the Economics of Marketing
Presents a comprehensive synthesis of research at the intersection of marketing and economics
Jean-Pierre Dube (Volume editor), Peter E. Rossi (Volume editor)
9780444637598
Hardback, published 21 September 2019
632 pages
23.5 x 19 x 3.4 cm, 1.45 kg
\""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. Dub\u00E9 is Sigmund ]
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