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Revenue Management
Revenue Management: Advanced Strategies and Tools to Enhance Firm Profitability explores the role of marketing in revenue management (RM) in depth. While much of the past research …
Marketing and Innovations Management
It would be difficult to find a CEO today that would not rank ""innovation"" as one of the top means by which a firm can sustain growth and survive a harsh competitive environment. …
Is Food Marketing Making Us Fat?
Is Food Marketing Making Us Fat? reviews the literature in marketing, nutrition, psychology, economics and related disciplines that investigate the link between marketing activity, …
Ethnography in Marketing and Consumer Research
Ethnography in Marketing and Consumer Research is intended to assist researchers in employing ethnographic methods in marketing and consumer research. This is in response to the …
Multichannel Retailing
Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased dramatically, with a large number …
Studying Healthcare from a Marketing Perspective
Studying Healthcare from a Marketing Perspective is forward-looking and reflects on issues where marketers could have greater impact and use their potential roles to further …
Structural Models of the Prescription Drug Market
Structural Models of the Prescription Drug Market provides a critical review of the structural econometric research focusing on the richness and complexity of the prescription drug …
Sales Force Compensation
Few professions have their compensation as scrutinized as business-to-business (B2B) salespeople. Salespeople’s compensation, like that for CEOs, has triggered many debates. …
Language Research in Marketing
Language Research in Marketing introduces researchers to the fascinating world of linguistics and shows how to conduct meaningful language research in marketing, exploring the way …
Customer Lifetime Value
Customer Lifetime Value reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph …
Aesthetics in Marketing
Aesthetic design is pervasive in the marketplace, where it influences consumer behavior, endows products with value, and differentiates between. In fact, research suggests that …
Consumers’ Purchase Intentions and Their Behavior
Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in …