World Scientific-now publishers Series in Business > Marketing for Economists and Life Scientists: Viewing Marketing Tools as Informative and Risk Reduction/Demand Enhancing

Marketing for Economists and Life Scientists: Viewing Marketing Tools as Informative and Risk Reduction/Demand Enhancing

Amir Heiman, Hebrew University, Israel, David Zilberman, UC Berkeley, USA,
Published: 01 Sep 2018
© 2018 A. Heiman and D. Zilberman
 
Subjects
 
Keywords
Pre-Purchase RiskProduct DemonstrationProduct SamplingAdoptionDiffusionHeterogeneityMarketing and DemandLife Science
 
Table of contents:
Introduction

Marketing for Economists and Life Scientists: Viewing Marketing Tools as Informative and Risk Reduction/Demand Enhancing

Marketing for Economists and Life Scientists presents a new perspective on marketing, i.e., viewing it as a mechanism to reduce pre-purchase risks. Since products are designed, produced and marketed to pre-selected target markets, there are consumers whose preferences differ from that design and may find ex post that the product does not fit their needs. This long assumed heterogeneity among producers and consumers is viewed as the ground for uncertainty. Spanning over 18 years of research, Heiman and Zilberman focuses on marketing tools designed to reduce uncertainty and incorporates marketing thinking and principles into an economic framework. The mathematical detailing has been reduced to a minimum and the theoretic principles will be presented in the text. The book has been written for economists and life scientists to understand what marketing is and how it can be used to create demand and profit and market innovations.

Please visit http://www.worldscientific.com/worldscibooks/10.1142/10170 to order your copy.

 
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