The State of Marketing Science--论文代写范文

从1990年代中期到后期,它接受了消费者和公司的实证建模选择，基于经济理论,明确识别信息,战略和动态因素。营销科学也从计量科学进行分析。下面的essay代写范文进行论述。

Introduction
  Marketing Science is in a very healthy state, widely considered to be the most prestigious place to publish in quantitative marketing. Its awards—the Bass dissertation-based best paper award, the Little best paper award and the Long-Term Impact award are the most prestigious and sought after awards in the field.1 From its inception, the journal has published papers of authors from the very best schools and continues to do so. There is also a welcome secular trend towards greater diversity in the author pool from across a wide range of schools both within the U.S. and internationally (Murthi et al. 2015). This is very good for the long-term relevance and health of the journal as it reflects the greater dispersion of top research talent both within North America and globally across Europe, Asia, and Australia-New Zealand. 

  Marketing Science achieved its premier position by leading the field in introducing new and innovative models and methods, while simultaneously expanding the range of substantive questions we study. Quantitative marketing had its origins in the application of ideas from operations research (OR) to decision theoretic and resource allocation marketing problems (also referred to as marketing analytics) and this was reflected in the work published in the marketing department at Management Science. The OR-based marketing analytics tradition continues to play an important role at Marketing Science. Since its founding, Marketing Science led the field in the embrace of economics for marketing analysis. In the 1980s, it pioneered the use of game theory based analytical models and utility theory based choice models in marketing. From the mid to late 1990s, it embraced empirical modeling of consumer and firm choices grounded in economic theory, explicitly recognizing informational, strategic, and dynamic considerations of the various agents—often referred to as empirical industrial organization or structural econometric models. Marketing Science also led the way with Bayesian statistics and time series econometric methods in the mid-1990s. 

  Throughout, the journal has continued to build on the field’s traditional strengths in areas such as conjoint methods and stochastic models. Marketing Science has been at the leading edge in introducing new and richer customer behavior data. From the arrival of scanner data in the 1980s, to online search and purchase data of the late 1990s and early 2000s, to mobile search and purchase data over the last five years, and the fusion of data across physical, online, and mobile channels, there has been an unprecedented opportunity to understand consumer and market behavior and improve marketing efficiency. Eye tracking and consumer shopping path data have produced important research substreams. Detailed sales force performance data has led to innovations in salesforce analytics. Marketing Science has led from the front on empirical modeling innovations and best practices. 

  Examples include richer modeling of consumer heterogeneity, separation of state dependence from heterogeneity, accounting for endogeneity and selection in observed market outcomes, modeling of forward-looking behavior, modeling of firm, competition, and channel behavior, and an explicit and careful focus of the sources of identification in secondary data used for marketing analysis. Today, these ideas have diffused to become fairly standard in the quantitative marketing lexicon and analysis. The recent emphasis on understanding identification in complex models through simpler model-free evidence has led to an auxiliary and important benefit. Scholars now increasingly scout for data that have the appropriate identifying variation either through natural experiments or generate such data through field experiments. 

  This trend towards simpler and more transparent research methods is welcome for many reasons. First, it helps us focus on substantive issues and better quality data and unburdens us from the necessity of methodological sophistication to obtain valid substantive causal results. Second, it expands the range of scholars that can participate in the mission of Marketing Science—to produce robust quantitative marketing insights that guide managerial practice. Marketing Science will and should continue to remain the field’s leading venue for methodological and modeling innovations, but better data and simpler, transparent methods now provide an alternative publication route at Marketing Science. 2

  As the marketing journal that engages both theory and empirical scholars, Marketing Science has contributed to many conceptual innovations in marketing, through a rigorous theoretical and empirical lens, creating a virtuous cycle of interaction where theory generated hypotheses aids empirical work and empirical findings lead to refinements of theoretical models. As an example, in moving the field from a transactional orientation to a customer relationship orientation, the area of customer relationship management (CRM) has benefited from the scholarship of both theoretical and empirical scholars. Substantive topics around this broad umbrella include theoretical and empirical work on loyalty programs, customer satisfaction, targeting and personalization in customer acquisition, retention and cross-selling, cross-customer spillovers, and network externalities. 

  With the emergence of Internet and mobile based search and transactions, the area continues to remain vibrant. We need to continue to support theoretical and empirical work, creating an environment for virtuous cycles of feedback between the two. In short, Marketing Science has been at the leading edge of embracing new theoretical and empirical modeling and methods, new data, and new substantive questions over the last three decades. It has more than fulfilled the vision of the founding fathers of the journal. I look forward to the opportunity to build on these core theoretical and empirical strengths to raise the journal and the field to greater heights.

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