This volume provides case studies, analysis and frameworks, reviews
key studies and techniques, offers theoretical explanations,
identifies unanswered questions and research opportunities, and
discusses significant managerial and policy implications as well as
incorporating insights from literatures across the disciplines of
marketing, management and psychology in an integrative manner. It
substantially aids efforts to understand, model, and make
predictions about both the firm and the consumer and provide
fertile areas for future research. Topics examined in details
include: a significant content analysis of publications in all the
top marketing journals over an extended period of 25 years
revealing the leading authors, institutions and topics; an
integrative conceptualization of how firms set and alter strategic
goals; the problems that firms confront when introducing an
Internet channel; referral equity that captures the net effect of
all referrals for a supplier firm in the market; research on the
question-behavior effect (QBE), the phenomenon that asking
questions influences respondents' behavior; techniques for
modelling heterogeneous data in partial least squares (PLS).
General
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