Earticle

초록

영어

Choice is the one of the most important behaviors for practitioners and key variables that has been popularly studied in the marketing literature. Choice in marketing differs from other domains in that the choicec on text is typically very complex, and researchers' desire knowledge of the variables that ultimately lead to demand in marketplace. The premise in the economic choice models is that the choice decision is made based on constrained utility maximization process. In marketing, the academic filed has undergone significant progress in development of models for near-perfect substitutes mostly represented by logit or probit models. The choice literature also expands to the area such as multiple-discreteness, complements, multiple-constraints, andsoon. We examine recent developments in the modeling of choice for marketing and use economic theory to provide the foundation from which future trends are discussed.

목차

Abstract
 Ⅰ. Introduction
 Ⅱ. Economics of Choice
 Ⅲ. Choice Models
  3.1. Discrete Demand
  3.2. Discrete and Continuous Demand
 Ⅳ. Concluding Remarks
 Reference

키워드

저자

• Greg M. Allenby [ Helen Kurtz Chair and Professor of Marketing Fisher College of Business Ohio State University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  마케팅관리연구 [Journal of Marketing Management Research]

• 간기

  계간

• pISSN

  1229-7798

• 수록기간

  1995~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330