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Field Experiments

In: THE HISTORY OF MARKETING SCIENCE

Author

Listed:
  • Yiting Deng
  • Anja Lambrecht
  • Catherine Tucker

Abstract

The following sections are included:IntroductionThe Emergence of Field Experiments in Marketing (1964–1999)Burgeoning (2000–2009)Digital Revolution (2010–ongoing)ConclusionReferences

Suggested Citation

  • Yiting Deng & Anja Lambrecht & Catherine Tucker, 2023. "Field Experiments," World Scientific Book Chapters, in: Russell S Winer & Scott A Neslin (ed.), THE HISTORY OF MARKETING SCIENCE, chapter 10, pages 335-362, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811272233_0010
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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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