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
Customer-Base Analysis and Latent Attrition Models
17
Celebrity Endorsement
18
Influencer Marketing
19
Nudges and Choice Architecture
20
Pricing
21
Services Marketing
22
Healthcare and Pharmaceutical Marketing
23
Games and Gamification
24
Marketing–Finance Interface
25
Privacy
26
Innovation
27
Market Entry
28
Entrepreneurship and New Ventures
29
Virality and Word of Mouth
Methodology
30
Metrics
31
Data
32
Modeling in Marketing
33
Analytical Models
34
Empirical Models
35
Model Building
36
Structural Models
37
Measurement Scales
38
Surveys and Experiments
39
Preference Measurement
40
Qualitative Research
41
Industrial Organization
42
Causal Inference and Field Experiments
43
Discrete Choice and Bayesian Methods
44
Information Theory
Unstructured & Multimodal Data
45
Text as Data
46
Sarcasm and Figurative Language
47
Images as Data
48
Audio, Voice, and Speech
49
Video
50
Networks and Graph Data
51
Clickstream and Behavioral Data
52
Geospatial and Location Data
53
Sensor, Biometric, and Neurophysiological Data
54
Multimodal Fusion and Foundation Models
Integrative Seminars
55
Marketing Mix Models
56
Strategic Dynamic Models
57
Choice Modeling and Demand Estimation Seminar
58
Dynamic Structural Models Seminar
59
Field Experiments and Causal Inference Seminar
60
Analytical Modeling Seminar
61
Consumer Behavior Seminar
62
Marketing Strategy Seminar
63
Marketing Theory and Theory Construction Seminar
64
Channels, B2B, and Go-to-Market Seminar
65
Innovation, New Products, and Diffusion Seminar
66
Marketing, Public Policy, and Transformative Consumer Research Seminar
67
Artificial Intelligence and Machine Learning in Marketing
68
Platforms and Two-Sided Markets
Policy and Welfare Analysis
69
Policy Evaluation and Cross-Market Spillovers
70
Normative Benchmarks: Models of Optimal Behavior
71
Calibration and Welfare Bounds
72
Complementary Evidence and Triangulation
73
Writing the Policy-and-Welfare Paper for Marketing Journals
Research Craft
74
Scientific Writing
75
The Review Process
76
Reporting Research Results
Case Studies
77
Case Studies in Branding
78
Case Studies in Branding: An Instructor’s Companion
79
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
Source Code
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