Review of marketing research. Vol. 4 / edited by Naresh K. Malhotra.

Format:

Book

Contributor:

Malhotra, Naresh K.

Series:

Review of Marketing Research Series

Review of marketing research, 1548-6435

Language:

English

Subjects (All):

Marketing research.

Physical Description:

1 online resource (xix, 202 pages) : illustrations

Edition:

First edition.

Place of Publication:

Armonk, N.Y. : M.E. Sharpe, 2008.

Language Note:

English

Summary:

"The Review of Marketing Research annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. In contrast to other research publications in the field that impose rigid limitations on the length of articles, 'RMR' publishes longer chapters that are not only theoretically rigorous, but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, emerging trends, international developments, guidelines for implementation, and suggestions for future theory development and testing.Edited by Naresh K. Malhotra along with a distinguished editorial review board drawn from the leading figures in marketing research and theory, the annual 'RMR' volumes include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies. No marketing bookshelf or library will be complete without this annual series."

Contents:

Review of marketing research : taking stock / Naresh K. Malhotra

Formal choice models of informal choices : what choice modeling research can, and can't, learn from behavioral theory / Robert J. Meyer

How much to use? An action-goal approach to understanding factors influencing consumption quantity / Shashi Matta

Integrating purchase timing, choice, and quantity decisions models : a review of model specifications, estimations, and applications / Anita Man Luo

Brand extension research : a cross-cultural perspective / Kalpesh Kaushik Desai

A review of eye-tracking research in marketing / Rik Pieters

Role theory approaches for effectiveness of marketing-oriented boundary spanners : comparative review, configural extension, and potential contributions / Argun Saatcioglu

Designing price contracts for procurement and marketing of industrial equipment / George John.

Notes:

"ISSN 1548-6435."

Includes bibliographical references.

Print version record

ISBN:

9786612119606

9781351550932

1351550934

9781351550925

1351550926

9781315088716

1315088711

9781282119604

1282119605

9780857247261

0857247263

9780765621245

076562124X

OCLC:

466661333

Publisher Number:

9781315088716