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Economics for marketing revisited

Author

Listed:
  • Ana Isabel Costa

    (Universidade de Evora, Departamento de Gestao and Aarhus School of Business, Department of Marketing and Statistics)

  • Cesaltina Pires

    (Universidade de Evora, Departamento de Gestao)

Abstract

This paper aims to provide evidence supporting the following: that recent theoretical, empirical and methodological advances in microeconomics are decisive to the progress of marketing science. That such a notion is not yet mainstream and uncontroversial, we contend, is more due to insufficient knowledge dissemination and outdated perceptions about irreconcilable differences between economists and psychologists than to lack of intrinsic value or cognitive appeal. Evidence is provided by describing these advances in a concise manner, showing how they can contribute to tackle complex marketing issues and providing examples from published matter in which this contribution already takes place.

Suggested Citation

  • Ana Isabel Costa & Cesaltina Pires, 2007. "Economics for marketing revisited," CEFAGE-UE Working Papers 2007_02, University of Evora, CEFAGE-UE (Portugal).
    • Handle: RePEc:cfe:wpcefa:2007_02
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    More about this item

    Keywords

    Marketing Science; Economic Psychology; Behavioral Economics; Experimental Economics;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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