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Marketing science

Known as: Market measurement 
Marketing science is a field that approaches marketing – the understanding of customer needs, and the development of approaches by which they might… Expand
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Papers overview

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2016
2016
This article was downloaded by: [128.97.27.20] On: 25 May 2016, At: 09:44 Publisher: Institute for Operations Research and the… Expand
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Highly Cited
2014
Highly Cited
2014
The nature of marketing science is changing in a systematic, predictable, and irrevocable way. As information technology enables… Expand
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Highly Cited
2010
Highly Cited
2010
Abstract This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a… Expand
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Highly Cited
2010
Highly Cited
2010
Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place… Expand
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Highly Cited
2009
Highly Cited
2009
Stock prices are based in large part on corporate financial statements, augmented by analysis by stock analysts. The ultimate… Expand
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Highly Cited
2008
Highly Cited
2008
PART 1 INTRODUCTION Chapter 1: Ideas and Explanations in Consumer Research PART 2 CONSUMPTION PATTERNS Chapter 2: Customer… Expand
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Highly Cited
2008
Highly Cited
2008
This paper describes a new data set available to academic researchers at the following website: http://mktsci.pubs.informs.org… Expand
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Highly Cited
2004
Highly Cited
2004
Abstract For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value… Expand
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Highly Cited
2004
Highly Cited
2004
In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing performance… Expand
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Highly Cited
1999
Highly Cited
1999
We propose a conceptual framework-with the resource-based view RBV of the firm as its theoretical underpinning-to explain… Expand
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