Böcker i Foundations and Trends (R) in Marketing-serien

A guide to help readers find their way through existing Consumer Culture Theory literature, the most current conceptual and methodological developments, managerial implications, and potential avenues of future importance.

Provides evidence that over the period 2000 through 2018 nominal aggregate advertising spending in the US as a share of nominal GDP has been falling. The authors further show that nominal aggregate advertising spending has become more responsive to changes in real GDP and GDP price inflation.

Provides an overview of revenue management (RM) and discusses approaches that firms can use to more profitably manage and define the ways in which they sell their capacity. The book offers an in-depth discussion of the roles that price, time, and space play in RM, and discusses marketing and customer conflicts that arise from the application of RM.

Draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.

Discusses the central role that artificial intelligence and, more specifically, machine learning can play as a research method in the marketing field. The goal of this monograph is to provide marketing with an overview of machine learning and to analyse required learning, applications, and future developments.

Examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO).

Explores marketing issues in health care. The primary focus of this book is the collection of summaries of marketing research articles which together represent what is known in academic research at the nexus of marketing and health care.

Provides a critical review of the structural econometric research focusing on the richness and complexity of the prescription drug market and discussing future research directions.

Reviews important issues related to measurement, which is indispensable for empirical research in marketing. The authors distinguish three related but distinct senses to think about measurement and based on this classification discuss issues relevant to each notion of measurement.

Explores how consumers think about and respond to risk through their consumption behaviours. The authors extend prior reviews through an explicit discussion of the philosophical foundations of risk communication and management and the implications of specific foundations for communication and policy decisions.

Salespeople's success is critical to their organisations' performance. Sales Force Compensation reviews the many insights provided by empirical research to date, some of which are just emerging in the marketing literature.

Presents a set of goals to help the reader understand the role of experimental economics in marketing. These include distinguishing experimental economics from other fields in the broadest possible terms; providing the basic methodological tenets of experimental economics; and delineating classes of experiments within experimental economics.

Provides a comprehensive review of the literature on economic models of national brand - store brand competition. The authors review 47 studies published between 1966 and 2011, and report over 160 results. More importantly, the focus is exclusively on the analytical models that give rise to those results.

Uses current knowledge about privacy and information disclosure to outline the main empirical findings regarding the influence of firms' privacy practices on consumers' behaviour. In doing so, the authors examine how the influence of firms' privacy practices on consumers differs between firms, consumers, and contexts.

Discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. The book reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services.

Provides an overview of the foundations of visual attention and eye-tracking; a conceptual framework for eyetracking research in marketing; and a review of the marketing literature within this conceptual framework.

Explores questions of how consumers should manage their financial affairs and how the market can educate and aid consumers in making better financial decisions. The objective of of this book is to bring together the scientific knowledge of this topic in a systematic way to improve our understanding and provide insights into this behaviour.

Presents a comprehensive overview of the various dynamic effects of promotions. To keep the discussion centred on a common theme, the authors focus in particular on the dynamic effects of price promotions (rather than non-price promotions) offered to consumers (rather than to the trade or to sales force).

Takes readers through the evolution of academic research on sales compensation. By examining the relevance of existing research, the book provides guidance on the design of an effective compensation system. It also discusses how recent technological advances in artificial intelligence and machine learning shape sales strategy transformation.

Marketing and performance data often include measures repeated over time. Time-series models are uniquely suited to capture the time dependence of both a criterion variable and predictor variables, and how they relate to each other over time. The objective of this book is to provide a foundation in these models.