000			01916nam a2200217 i 4500
001			9789811272226
005			20250414083508.0
008			240416t2023 xxu e 001 0 eng
020			_a9789811272226
037			_bWorld Scientific Publishing _cUSD 188.00
037			_fBB
041			_aeng
072		7	_aBUS043000 _2bisacsh
100	1		_4B01 _aWiner, Russell S
245	1	0	_aHistory Of Marketing Science, The (Second Edition)
260	2		_bWorld Scientific / Now Publishers _c2023
520			_bThe 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.
521			_aProfessional and scholarly
540			_aFor sale with non-exclusive rights _bWORLD
700	1		_4B01 _aNeslin, Scott A
999			_c9999 _d9999