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Review of Marketing Research - Special Issue - Marketing Legends (Hardcover)
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Review of Marketing Research - Special Issue - Marketing Legends (Hardcover)
Series: Review of Marketing Research
Expected to ship within 12 - 19 working days
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This special issue of Review of Marketing Research is unique in
that it contains articles by marketing legends in their own words.
Presented in alphabetical order; Richard Bagozzi, Shelby Hunt,
Philip Kotler, V Kumar, Naresh K. Malhotra, Kent Monroe, Jagdish M
Sheth, Yoram (Jerry) Wind and Gerald Zaltman summarize in their own
words not only their research but also the salient aspects of their
academic life journeys. In this outstanding collection: VK views
his research from a decision-making point of view in terms of
decisions marketers make either at the market, brand, firm, store,
or the customer level; Kotler describes how he entered the
marketing field and shows his contributions in four sections:
articles written, books published, students nurtured, and
executives consulted and trained; Sheth, described as an accidental
marketerA", traces the interesting path he followed as the social
scientist interested in buyer behavior who ventured into
organizational buyer behaviour; Wind shows how his research has
been influenced by the real world challenges facing corporations
and organizations, and talks of his search for and use of the
latest methodological developments to assure the rigor and validity
of the solutions.
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