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• Introduction/Overview (Scott Neslin, Rick Staelin and Russ Winer); Methods: Brand Choice Models (Gary Russell); Conjoint Analysis (Vithala Rao); Diffusion Models (Eitan Muller); Econometric Models (Mike Hanssens); Market Structure (Steve Shugan); Stochastic Models of Buyer Behavior (Pete Fader et al.); Management: Advertising (Gerry Tellis); Branding and Brand Equity (Tulin Edem and Joffre Swait); Channels (Rick Staelin and Enkyu Lee); Customer Relationship Management (Scott Neslin); Internet Marketing (Wendy Moe and David Schweidel); New Products (Don Lehmann and Peter Golder); Pricing (Russ Winer); Sales Forces (Murali Mantrala); Sales Promotion (Kusum Ailawadi and Sunil Gupta).

Select Guide Rating

• Introduction/Overview (Scott Neslin, Rick Staelin and Russ Winer); Methods: Brand Choice Models (Gary Russell); Conjoint Analysis (Vithala Rao); Diffusion Models (Eitan Muller); Econometric Models (Mike Hanssens); Market Structure (Steve Shugan); Stochastic Models of Buyer Behavior (Pete Fader et al.); Management: Advertising (Gerry Tellis); Branding and Brand Equity (Tulin Edem and Joffre Swait); Channels (Rick Staelin and Enkyu Lee); Customer Relationship Management (Scott Neslin); Internet Marketing (Wendy Moe and David Schweidel); New Products (Don Lehmann and Peter Golder); Pricing (Russ Winer); Sales Forces (Murali Mantrala); Sales Promotion (Kusum Ailawadi and Sunil Gupta).