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The History Of Marketing Science. 2nd ed. R.S.ウィナー他編 マーケティング科学の歴史 第2版
・ISBN 978-981-12-7222-6 hard US$ 188.00
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-981-12-7223-3
| 著者・編者 | Winer, Russell S. / Neslin, Scott A. (eds.), |
|---|---|
| シリーズ | World Scientific-Now Publishers Series in Business |
| 出版社 | (World Scientific, SI) |
| 出版年月 | 2023.06 |
| ページ数 | 600 pp. |
| 言語 | ENG |
| ニュース番号 | ＜699-304＞ |
解説
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.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.