Overview

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.

Full Product Details

Author:   Naresh Malhotra - USE 0493 ,  Naresh Malhotra - USE 0493
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Group Publishing Limited
Volume:   8
Dimensions:   Width: 15.60cm , Height: 3.30cm , Length: 23.40cm
Weight:   0.666kg
ISBN:  

9780857248978

ISBN 10:   0857248979
Pages:   376
Publication Date:   21 July 2011
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of 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. Review of Marketing Research: Special Issue – Marketing Legends. Review of Marketing Research. Review of Marketing Research. Copyright page.

Reviews

Author Information

Tab Content 6

Author Website:  

Countries Available

All regions