INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs

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https://www.worldscientific.com/worldscibooks/10.1142/13305#t=aboutBook

Edited By: Russell S. Winer and Scott A. Neslin

The History of Marketing Science: Beginnings
Scott A Neslin and Russell S Winer

Methods

Brand Choice Models
Gary J Russell

Conjoint Analysis
Vithala R Rao

Innovation Diffusion
Eitan Muller and Renana Peres

Econometric Models
Dominique M Hanssens and Marnik G Dekimpe

Market Structure
Steve M Shugan

Stochastic Models of Buyer Behavior
Peter S Fader, Bruce G S Hardie, and Subrata Sen

Endogeneity and Causal Inference in Marketing
Dominik Papies, Peter Ebbes, and Elea McDonnell Feit

AI and Machine Learning
P K Kannan and Liye Ma

Field Experiments
Yiting Deng, Anja Lambrecht, and Catherine Tucker

Management

Advertising Effectiveness
Gerard J Tellis

Branding and Brand Equity Models
Tülin Erdem and Joffre Swait

Distribution Channels
Eunkyu Lee and Richard Staelin

Customer Relationship Management CRM
Scott A Neslin

The Internet as a Social Medium
Wendy W Moe and David A Schweidel

Internet Marketing
Peter J Danaher and Andrew T Stephen

New Products Research
Tingting Fan, Peter N Golder, and Donald R Lehmann

Service Marketing Models
Roland T Rust and Ming-Hui Huang

Models of Organizational Buying Behavior
Gary L Lilien

Pricing
Russell S Winer

Sales Force Productivity Models
Murali K Mantrala

Sales Promotions
Karen Gedenk, Kusum L Ailawadi, and Sunil Gupta

Market Segmentation
Michel Wedel and Wayne S DeSarbo