History Of Marketing Science, The

Autor: Russell S Winer, Scott A Neslin

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing S

The History of Marketing Science

Autor: Scott A. Neslin, Russell S. Winer

Publikováno v: World Scientific-Now Publishers Series in Business ISBN: 9789811272226
World Scientific-Now Publishers Series in Business ISBN: 9789814596473
The History of Marketing Science

Introduction/Overview (Scott Neslin, Rick Staelin and Russ Winer) Methods: Brand Choice Models (Gary Russell) Conjoint Analysis (Vithala Rao) Diffusion Models (Eitan Muller) Econometric Models (Mike Hanssens) Market Structure (Steve Shugan) Stochasti

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::7bcb4dbe88bc232470a3bf049eab4179
https://doi.org/10.1142/13305

The past, present, and future of customer management

Autor: Sunil Gupta, Elliot Shin Oblander, Russell S. Winer, Carl F. Mela, Donald R. Lehmann

Publikováno v: Marketing Letters. 31:125-136

For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior and response to marketing, established the link between customer behavior a

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::69b122260f53150d9a6024b87c3b17ae
https://doi.org/10.1007/s11002-020-09525-9

The Pareto rule in marketing revisited: is it 80/20 or 70/20?

Autor: Daniel J. McCarthy, Russell S. Winer

Publikováno v: Marketing Letters. 30:139-150

In a recent paper, Kim, Singh, and Winer (Marketing Letters 491–507, 2017) studied the Pareto rule across 22 different CPG categories. The authors found an average Pareto ratio (PR) of .73, meaning that 73% of sales came from the top 20% of custome

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::40758424b286bc46f2c4394f5177199a
https://doi.org/10.1007/s11002-019-09490-y

Introduction to special issue on gender and ethnicity in the marketing professoriate

Autor: Aparna A. Labroo, Russell S. Winer, Natalie Mizik

Publikováno v: Marketing Letters. 32:273-274

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::6853c315e5160fa4aab63c57ace5e2d7
https://doi.org/10.1007/s11002-021-09591-7