Screen LibraryThe history of marketing science /
"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 accomp...
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| Group Author: | ; |
|---|---|
| Published: |
World Scientific,
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| Publisher Address: | Singapore : |
| Publication Dates: | [2023] |
| Literature type: | Book |
| Language: | English |
| Edition: | Second edition. |
| Series: |
World Scientific--Now Publishers series in business,
volume 18 |
| Subjects: | |
| Summary: |
"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. The chapters in the book combine some new areas of marketing science (machine learning, field experimentation methods, internet marketing) and some older areas (endogeneity, services, and market segmentation). Overall, 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"-- |
| Carrier Form: | xxv, 820 pages : illustrations, forms ; 24 cm. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9789811272226 9811272220 |
| Index Number: | HF5415 |
| CLC: | F713.52-09 |
| Call Number: | F713.52-09/H673/2nd ed. |