Review of marketing research. Vol. 7 / edited by Naresh K. Malhotra.

Format:

Book

Contributor:

Malhotra, Naresh K.

Series:

Review of Marketing Research, 7

Review of marketing research, 1548-6435

Language:

English

Subjects (All):

Marketing research.

Research, Industrial.

Physical Description:

1 online resource (330 p.)

Edition:

1st ed.

Place of Publication:

Bingley, UK : Emerald, 2010.

Language Note:

English

Summary:

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).

Contents:

A backward glance of who and what marketing scholars have been researching, 1977-2002 / John B. Ford, Douglas West, Vincent P. Magnini, Michael S. LaTour, Michael J. Polonsky

Dynamic strategic goal setting : theory and initial evidence / Mark B. Houston, S. Ratneshwar, Lisa Ricci, Alan J. Malter

Internet channel conflict : problems and solutions / Eric T. Anderson, Duncan Simester, Florian Zettelmeyer

Referral equity and referral management : the supplier firm's perspective / Mahima Hada, Rajdeep Grewal, Gary L. Lilien

A critical review of question-behavior effect research / Utpal M. Dholakia

Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations / Naresh K. Malhotra, Arun K. Jain, Ashutosh Patil, Christian Pinson, Lan Wu

Structural modeling of heterogeneous data with partial least squares / Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt.

Notes:

Description based upon print version of record.

Includes bibliographical references.

Print version record

ISBN:

1-282-96410-0

9786612964107

0-85724-476-0

OCLC:

743202091