Review of Marketing Research
eBook - PDF

Review of Marketing Research

Special Issue - Marketing Legends

  1. 376 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Review of Marketing Research

Special Issue - Marketing Legends

Book details
Table of contents
Citations

About This Book

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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Information

Publisher
Emerald Group Publishing Limited
Year
2011
ISBN
9780857248985
Topic
Business
Subtopic
Marketing Research
Index
Business

Table of contents

  1. FRONT COVER
  2. REVIEW OF MARKETING RESEARCH: SPECIAL ISSUE – MARKETING LEGENDS
  3. COPYRIGHT PAGE
  4. CONTENTS
  5. LIST OF CONTRIBUTORS
  6. EDITORIAL BOARD
  7. INTRODUCTION – REVIEW OF MARKETING RESEARCH: A REVIEW OF LEGENDARY CONTRIBUTIONS TO MARKETING
  8. REFLECTIONS ON A SCHOLARLY CAREER: FROM INSIDE OUT AND BACK AGAIN
  9. LEGENDS IN MARKETING: A REVIEW OF SHELBY D. HUNT’S VOLUMES
  10. PHILIP KOTLER’S CONTRIBUTIONS TO MARKETING THEORY AND PRACTICE
  11. LOOKING THROUGH THE MARKETING LENS: MY JOURNEY SO FAR...
  12. PERSONAL REFLECTIONS ON MY RESEARCH CONTRIBUTIONS TO MARKETING
  13. SOME PERSONAL REFLECTIONS ON PRICING RESEARCH
  14. A JOURNEY OF AN ACCIDENTAL MARKETING SCHOLAR
  15. YORAM ‘‘JERRY’’ WIND’S CONTRIBUTIONS TO MARKETING
  16. LESSONS LEARNED DURING A CAREER
  17. PREVIOUS VOLUME CONTENTS