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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.
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).
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