Review of marketing research. Vol. 6 / edited by Naresh K. Malhotra.

Format:

Book

Contributor:

Malhotra, Naresh K.

Series:

Review of marketing research, 1548-6435

Language:

English

Subjects (All):

Marketing research.

Physical Description:

1 online resource (215 p.)

Edition:

1st ed.

Place of Publication:

Armonk, N.Y. : M.E. Sharpe, c2010.

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 : analyzing accumulated knowledge and influencing future research / Naresh K. Malhotra

A review of prior classifications of purchase behavior and a proposal for a new typology / Hans Baumgartner

Measuring customer lifetime value : models and analysis / Dipak C. Jain

Learning models / Pradeep K. Chintagunta

Customer co-creation : a typology and research agenda / Aric Rindfleisch

Challenges in measuring return on marketing investment : combining research and practice perspectives / Dave Reibstein

Service-dominant logic : a review and assessment / Yi He

Marketing in a world with costs of price adjustment / Sourav Ray.

Notes:

First published 2010 by M.E. Sharpe.

Includes bibliographical references and index.

Print version record

ISBN:

9786612554780

9781351551045

1351551043

9781315088754

1315088754

9781351551052

1351551051

9781282554788

1282554786

9780857247285

085724728X

9780765621283

0765621282

OCLC:

781269415