Books in the Foundations and Trends in Marketing series

To what extent does retail therapy really work? This book seeks to address this question by adopting a tripartie approach: motivational (the goals and motives that consumers have for shopping); behavioral (the activities that consumers engage in during the shopping process); and emotional (the feelings that consumers experience while shopping).

Examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO).

Three Essential Analytical Techniques for the Behavioral Marketing Researcher reviews several topics that are essential complementary analytics that enable behavioral marketing researchers to test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases.

Marketing Dynamics: A Primer on Estimation and Control provides an introduction to the estimation and control of dynamic marketing models. It introduces dynamic models in discrete- and continuous- time, scalar and multivariate settings, with observed outcomes and unobserved states, as well as random and/or time-varying parameters.

Focuses on the information-economics theoretic framework of brand equity. The authors posit that consumer-based brand equity is the value of a brand as a credible signal of a product's positioning. In their framework, the content, clarity, and credibility of the brand signal creates intangible benefits, and enhances perceived quality.