Overview

""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 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.

Full Product Details

Author:   Naresh K. Malhotra
Publisher:   Emerald Publishing Inc
Imprint:   Routledge
Edition:   4th Revised edition
Volume:   4
Dimensions:   Width: 17.40cm , Height: 1.60cm , Length: 24.60cm
Weight:   0.666kg
ISBN:  

9780765620927

ISBN 10:   0765620928
Pages:   224
Publication Date:   01 January 2008
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Professional & Vocational
Replaced By:   9780765621252
Format:   Hardback
Publisher's Status:   Active
Availability:   Awaiting stock  
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Table of Contents

Review of Marketing Research: Taking Stock, Naresh K. Malhotra; 1. Formal Choice Models of Informal Choices: What Choice Modeling Research Can (and Can't) Learn from Behavioral Theory, Jordan J. Louviere and Robert J. Meyer; 2. How Much to Use? An Action-Goal Approach to Understanding Factors Influencing Consumption Quantity, Valerie S. Folkes and Shashi Matta; 3. Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications, V. Kumar and Anita Man Luo; 4. Brand Extension Research: A Cross-Cultural Perspective, Michael A. Merz, Dana L. Alden, Wayne D. Hoyer, and Kalpesh Kaushik Desai; 5. A Review of Eye-Tracking Research in Marketing, Michel Wedel and Rik Pieters; 6. Role Theory Approaches for Effectiveness of Marketing-Oriented Boundary Spanners: Comparative Review, Configural Extension, and Potential Contribution, Jagdip Singh and Argun Saatcioglu; 7. Price Contract Design Templates: Governing Procurement and Marketing of Industrial Equipment, George John; About the Editor and Contributors.

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Author Information

Naresh K. Malhotra (along with a distinguished editorial review board), the RMR series features individual papers by the marketing field's leading researchers and academicians. Each contribution undergoes a rigorous double-blind review process. Each volume represents an across-the-board view of the full range of current marketing research methodologies. No bookshelf or library will be complete without the annual volumes in the Review of Marketing Research series.

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