Econometric Models in Marketing" provides an excellent overview of current econometric modeling techniques used by leading marketing academics. An important component of this book, in comparison with other marketing texts, is the emphasis on linking statistical models and economic theory - the structural approach. Several chapters demonstrate the tremendous opportunities for economic theory to help guide the marketing researcher in choosing the appropriate data and the model specification. The book also shows how economic theory can help control for misleading estimation biases. At the same time, it recognizes the limitations of theory for providing useful information to the researcher.