Product Description: The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas...read more

Product Description: Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise―from branding and promotion campaigns to supply chain management to employee training to new product development...read more

Product Description: Offers an overview of the field of promotions: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. With a practical orientation grounded in rigorous scholarship, this monograph is intended to be a resource to both academics and businesspeople...read more