Handbooks in Operations Research and Management Science, 5: Marketing

图书介绍

Hardbound. Leading marketing scientists, with an MS/OR orientation, present in this book a state-of-the-art review of their area of expertise. The wide range of material spans the marketing discipline and represents excellent coverage of both what is known and what problem-areas present themselves as ripe for further development.The articles are written with a technically sophisticated reader in mind, but not necessarily an expert in marketing. The authors provide a discussion of the motivation - the behavioral foundations or key assumptions - leading to the development of the important models or methods in each area.While not primarily a text, the book provides an excellent foundation for advanced students in marketing. MS/OR professionals, both academic and practitioner alike, will appreciate the impact that the MS/OR approach has had in the marketing area. Finally, the book provides "must" reading for marketing scientists, academics and practitio
Review
... Eliashberg and Lilien have edited a very impressive and informative handbook that represents without any doubt an important enrichment to the marketing literature. -- OR Spektrum

... the book is a triumph... -- Journal of Classification

... the book is a triumph... -- Journal of Classification

... the book is a triumph... -- Journal of Classification

The editors have done an outstanding job bringing together the leading marketing scholars to review and discuss these areas. ... In all, this is a very worthwhile book to have at your disposal. -- Journal of Marketing Research

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