Handbook of the Economics of Marketing

Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies.

Helps academic and non-academic economists understand recent, rapid changes in the economics of marketingDesigned for economists already convinced of the benefits of applying economics tools to marketing Written for those who wish to become quickly acquainted with the integration of marketing and economics

1. Microeconometric models of consumer demand Jean-Pierre Dubé 2. Inference for marketing decisions Greg M. Allenby and Peter E. Rossi 3. Economic foundations of conjoint analysis Greg M. Allenby, Nino Hardt, and Peter E. Rossi 4. Empirical search and consideration sets Elisabeth Honka, Ali Hortaçsu, and Matthijs Wildenbeest 5. Digital marketing Avi Goldfarb and Catherine Tucker 6. The economics of brands and branding Bart J. Bronnenberg, Jean-Pierre Dubé, and Sridhar Moorthy 7. Diffusion and pricing over the product life cycle Harikesh S. Nair 8. Selling and sales management Sanjog Misra 9. How price promotions work: a review of practice and theory Eric T. Anderson and Ed Fox 10. Marketing and public policy Rachel Griffith and Aviv Nevo