Appendices
References
Marketing Research
Preface
1
Introduction
2
A Short History of Marketing Thought
Constructs
3
Constructs vs. Variables
4
Customer Satisfaction
5
Trust, Commitment, and Loyalty
6
Perceived Quality, Value, and Risk
7
Brand Equity, Attachment, and the Self
8
Engagement, Involvement, and Word of Mouth
9
Frontier Constructs
Substantive Domains
10
Marketing Strategy
11
Branding
12
Online Environments
13
Advertising
14
Sales
15
Customer Lifetime Value
16
Celebrity Endorsement
17
Influencer Marketing
18
Nudges and Choice Architecture
19
Pricing
20
Services Marketing
21
Healthcare and Pharmaceutical Marketing
22
Games and Gamification
23
Marketing–Finance Interface
24
Privacy
25
Innovation
26
Market Entry
27
Virality and Word of Mouth
Methodology
28
Metrics
29
Data
30
Modeling in Marketing
31
Analytical Models
32
Empirical Models
33
Model Building
34
Structural Models
35
Measurement Scales
36
Surveys and Experiments
37
Preference Measurement
38
Qualitative Research
39
Industrial Organization
40
Causal Inference and Field Experiments
41
Discrete Choice and Bayesian Methods
42
Information Theory
Unstructured & Multimodal Data
43
Text as Data
44
Sarcasm and Figurative Language
45
Images as Data
46
Audio, Voice, and Speech
47
Video
48
Networks and Graph Data
49
Clickstream and Behavioral Data
50
Geospatial and Location Data
51
Sensor, Biometric, and Neurophysiological Data
52
Multimodal Fusion and Foundation Models
Integrative Seminars
53
Marketing Mix Models
54
Strategic Dynamic Models
55
Choice Modeling and Demand Estimation Seminar
56
Dynamic Structural Models Seminar
57
Field Experiments and Causal Inference Seminar
58
Analytical Modeling Seminar
59
Consumer Behavior Seminar
60
Marketing Strategy Seminar
61
Marketing Theory and Theory Construction Seminar
62
Channels, B2B, and Go-to-Market Seminar
63
Innovation, New Products, and Diffusion Seminar
64
Marketing, Public Policy, and Transformative Consumer Research Seminar
65
Artificial Intelligence and Machine Learning in Marketing
66
Platforms and Two-Sided Markets
Research Craft
67
Scientific Writing
68
The Review Process
69
Reporting Research Results
Case Studies
70
Case Studies in Branding
71
Case Studies in Branding: An Instructor’s Companion
72
Case Studies in Advertising
Appendices
A
Selected Topics in Marketing Strategy and Measurement
References
Appendices
References
References
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A
Selected Topics in Marketing Strategy and Measurement
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