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The History of Marketing Science

Editor

Listed:
  • Russell S Winer
    (New York University, USA)

  • Scott A Neslin
    (Dartmouth College, USA)

Abstract

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Russell S Winer & Scott A Neslin (ed.), 2023. "The History of Marketing Science," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 13305, August.
    • Handle: RePEc:wsi:wsbook:13305
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/13305
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    Book Chapters

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    More about this item

    Keywords

    Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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