- 376 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
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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Yes, you can access Review of Marketing Research by Naresh Malhotra - USE 0493 in PDF and/or ePUB format, as well as other popular books in Business & Marketing Research. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- FRONT COVER
- REVIEW OF MARKETING RESEARCH: SPECIAL ISSUE – MARKETING LEGENDS
- COPYRIGHT PAGE
- CONTENTS
- LIST OF CONTRIBUTORS
- EDITORIAL BOARD
- INTRODUCTION – REVIEW OF MARKETING RESEARCH: A REVIEW OF LEGENDARY CONTRIBUTIONS TO MARKETING
- REFLECTIONS ON A SCHOLARLY CAREER: FROM INSIDE OUT AND BACK AGAIN
- LEGENDS IN MARKETING: A REVIEW OF SHELBY D. HUNT’S VOLUMES
- PHILIP KOTLER’S CONTRIBUTIONS TO MARKETING THEORY AND PRACTICE
- LOOKING THROUGH THE MARKETING LENS: MY JOURNEY SO FAR...
- PERSONAL REFLECTIONS ON MY RESEARCH CONTRIBUTIONS TO MARKETING
- SOME PERSONAL REFLECTIONS ON PRICING RESEARCH
- A JOURNEY OF AN ACCIDENTAL MARKETING SCHOLAR
- YORAM ‘‘JERRY’’ WIND’S CONTRIBUTIONS TO MARKETING
- LESSONS LEARNED DURING A CAREER
- PREVIOUS VOLUME CONTENTS