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.
Russell S Winer is the William Joyce Professor and Chair of the Department of Marketing at the Stern School of Business, New York University. He received a BA in Economics from Union College and an MS and PhD in Industrial Administration from Carnegie Mellon University. He has been in the faculties of Columbia and Vanderbilt universities and the University of California at Berkeley. Professor Winer has been a visiting faculty member at MIT, Stanford University, Cranfield School of Management (UK), the Helsinki School of Economics, the University of Tokyo, École Nationale des Ponts et Chausées, Henley Management College (UK), and the Indian School of Business. He has written three books, Marketing Management, Analysis for Marketing Planning and Product Management, and a research monograph, Pricing. He has authored over 70 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. Professor Winer has served two terms as the editor of the Journal of Marketing Research. He is the past co-editor of Journal of Interactive Marketing, an Associate Editor of the International Journal of Research in Marketing, and is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, and Marketing Science. He is a past Executive Director of the Marketing Science Institute in Cambridge, Massachusetts. Professor Winer is a founding Fellow of the INFORMS Society for Marketing Science and is the 2011 recipient of the American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator award.
Scott A Neslin is the Albert Wesley Frey Professor of Marketing at the Tuck School of Business, Dartmouth College. He has been at Tuck since completing his PhD in 1978 at the Sloan School of Management, MIT. He was a visiting associate professor at MIT (1984) and a visiting scholar at the Yale School of Management (1989–1990), the Fuqua School of Business, Duke University (2002), as part of Duke's Teradata Center for CRM, and Columbia Business School (2009–2010). Professor Neslin's expertise is in the measurement and analysis of marketing productivity. His focus is on database marketing, sales promotion, and advertising. He has published on these and other topics in journals such as Marketing Science, Journal of Marketing Research, Management Science, Journal of Marketing, and Journal of Interactive Marketing. In the field of database marketing, he is co-author with Robert C Blattberg and Byung-Do Kim of Database Marketing: Analyzing and Managing Customers (2008, Springer). He is also co-editor, with Kristof Coussement and Koen W De Bock of Advanced Database Marketing (2013, Gower). In the database marketing area, he has investigated the application of predictive modeling to cross-selling, forecasting customer churn, and optimal customer management. He has analyzed issues in multichannel customer management including research shopping, customer channel migration, channel choice, and cross-channel effects of advertising. In the sales promotion area, he is co-author with Robert C Blattberg of the book, Sales Promotion: Concepts, Methods, and Strategies (1990, Prentice-Hall), and author of the monograph Sales Promotion (2002, Marketing Science Institute). His work on promotions includes studies of the impact of promotions on stockpiling, consumption, repeat purchasing, and factors that determine promotion effectiveness, as well as strategic issues related to store brands, optimal promotion planning, and corporate-wide shifts in promotion policy. Professor Neslin is an Associate Editor for Marketing Science.
