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
Gambling, Sports Betting, and Prediction Markets
25
Marketing–Finance Interface
26
Privacy
27
Innovation
28
Market Entry
29
Entrepreneurship and New Ventures
30
Virality and Word of Mouth
Methodology
31
Metrics
32
Data
33
Modeling in Marketing
34
Analytical Models
35
Empirical Models
36
Model Building
37
Structural Models
38
Measurement Scales
39
Surveys and Experiments
40
Preference Measurement
41
Qualitative Research
42
Industrial Organization
43
Causal Inference and Field Experiments
44
Discrete Choice and Bayesian Methods
45
Information Theory
Unstructured & Multimodal Data
46
Text as Data
47
Sarcasm and Figurative Language
48
Images as Data
49
Audio, Voice, and Speech
50
Video
51
Networks and Graph Data
52
Clickstream and Behavioral Data
53
Geospatial and Location Data
54
Sensor, Biometric, and Neurophysiological Data
55
Multimodal Fusion and Foundation Models
Integrative Seminars
56
Marketing Mix Models
57
Strategic Dynamic Models
58
Choice Modeling and Demand Estimation Seminar
59
Dynamic Structural Models Seminar
60
Field Experiments and Causal Inference Seminar
61
Analytical Modeling Seminar
62
Consumer Behavior Seminar
63
Marketing Strategy Seminar
64
Marketing Theory and Theory Construction Seminar
65
Channels, B2B, and Go-to-Market Seminar
66
Innovation, New Products, and Diffusion Seminar
67
Marketing, Public Policy, and Transformative Consumer Research Seminar
68
Artificial Intelligence and Machine Learning in Marketing
69
Platforms and Two-Sided Markets
Policy and Welfare Analysis
70
Policy Evaluation and Cross-Market Spillovers
71
Normative Benchmarks: Models of Optimal Behavior
72
Calibration and Welfare Bounds
73
Complementary Evidence and Triangulation
74
Writing the Policy-and-Welfare Paper for Marketing Journals
Research Craft
75
Scientific Writing
76
The Review Process
77
Reporting Research Results
Case Studies
78
Case Studies in Branding
79
Case Studies in Branding: An Instructor’s Companion
80
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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