TOC: Hist Mar Sci
Introduction
The History of Marketing Science, Book edited by Russ Winer and Scott Neslin
–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)
–Stochastic Models of Buyer Behavior (Pete Fader et al.)
Management:
–Advertising (Gerry Tellis)
–Branding and Brand Equity (Tulin Edem and Joffre Swait)
–Channels (Rick Staelin and Enkyu Lee)
–Customer Relationship Management (Scott Neslin)
–Internet Marketing (Wendy Moe and David Schweidel)
–New Products (Don Lehmann and Peter Golder)
–Pricing (Russ Winer)
–Sales Forces (Murali Mantrala)
–Sales Promotion (Kusum Ailawadi and Sunil Gupta)