Executive Summary
A primary goal of research in marketing is to evaluate and recommend optimal policies. In this respect, marketing is a very policy-oriented field and it is ironic that so much published research skirts the issue of policy evaluation. Franses’s (2005) article draws much needed attention to the question of what sort of model is usable for policy simulation and evaluation. The authors argue that policy evaluation should be based on a structural model of the market. They also argue that marketing has much to contribute to the literature on structural modeling. The article concludes with a discussion of some of the challenges presented by marketing problems.
Biography
Peter E. Rossi is Joseph T. Lewis Professor of Marketing and Statistics, Graduate School of Business, University of Chicago. He received his Ph.D. from University of Chicago and BA from Oberlin College. He has published more than 40 articles in refereed journals in marketing, economics, statistics, and econometric including Quantitative Marketing and Economics, Marketing Science, Journal of Marketing Research, American Economic Review, Journal of the American Statistical Association, Econometrica, Journal of Political Economy, Journal of Econometrics, Biometrika, Journal of Business and Economic Statistics, and Journal of Economic Theory. His areas of research interest include pricing and promotion, target marketing, direct marketing, micromarketing, limited dependent variable models, and Bayesian statistical methods. A fellow of the American Statistical Association and Journal of Econometrics, he is founding editor, Quantitative Marketing and Economics, and past Associate Editor for Journal of the American Statistical Association, Journal of Econometrics, and Journal of Business and Economic Statistics. He is founder, Kilts Center for Marketing, GSB, University of Chicago.
Bart J. Bronnenberg is Associate Professor of Marketing, Anderson Graduate School of Management, University of California, Los Angeles. He received Ph.D. and M.Sc. degrees in management from INSEAD, Fontainebleau, France and an M.Sc. in industrial engineering from Twente University, the Netherlands. He teaches courses at UCLA on market assessment. His most recent research focuses on spatial and multimarket aspects of marketing, e.g., how firms sell products differently when they serve many interrelated (domestic or international) markets as opposed to a single market. Other areas of interest are preference formation and consumer choice, and consideration sets. Some of his recent publications have appeared in Journal of Marketing Research and Marketing Science.
Naufel J. Vilcassim is Deputy Dean for Faculty and Professor of Marketing, London Business School. He received his Ph.D. from Cornell University in 1986. The focus of his research has been on the use of economic theory and econometric techniques to analyze substantive marketing problems in such areas as competitive interactions and market structure, pricing and price promotion, measurement of market response to investments in advertising and other marketing mix elements, and household choice behavior. He has published extensively in journals such as Marketing Science, Management Science, Journal of Marketing Research, Journal of Econometrics, International Journal for Research in Marketing, and Journal of Retailing, among others. He serves on the editorial board of Marketing Science, Journal of Marketing Research, Quantitative Marketing and Economics, International Journal of Research in Marketing and Asian Journal of Marketing. He is a member of the Institute For Operations Research & Management Science (INFORMS) and the American Marketing Association.
J Marketing Research, Volume 42, Number 1, February 2005
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