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.
| ISBN: | 9780857248978 |
| Publication date: | 21st July 2011 |
| Author: | Naresh K Malhotra |
| Publisher: | Emerald Publishing an imprint of Emerald Group Publishing Limited |
| Format: | Hardback |
| Pagination: | 350 pages |
| Series: | Review of Marketing Research |
| Genres: |
Market research |
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.
Review of Marketing Research. Volume 8 Marketing Legends features in the following genres: Market research
Review of Marketing Research. Volume 8 Marketing Legends is available in Hardback
Review of Marketing Research. Volume 8 Marketing Legends was written by Naresh K Malhotra and published by Emerald Publishing an imprint of Emerald Group Publishing Limited
Review of Marketing Research. Volume 8 Marketing Legends has 350 pages
Yes it is part of Review of Marketing Research series