"The Review of Marketing Research" series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, international developments, guidelines for implementation, and suggestions for future theory development and testing. "The RMR" series is edited by Naresh K. Malhotra along with a distinguished editorial review board. 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.
Review of Marketing Research: Accumulating Knowledge Naresh K. Malhotra; Contents, Volume 1; Contents, Volume 2; Contents, Volume 3; Contents, Volume 4; Contents, Volume 5; 1. A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology Hans Baumgartner; 2. Measuring Customer Lifetime Value: Models and Analysis Siddharth S. Singh and Dipak C. Jain; 3. Learning Models S. Sriram and Pradeep K. Chintagunta; 4. Customer Co-Creation: A Typology and Research Agenda Matthew S. O'Hern and Aric Rindfleisch; 5. Challenges in Measuring Return on Marketing Investment: Combining Research and Practice Perspectives Koen Pauwels and Dave Reibstein; 6. Service-Dominant Logic: A Review and Assessment Stephen L. Vargo, Robert F. Lusch, Melissa Archpru Akaka, and Yi He; 7. Marketing in a World with Costs of Price Adjustment Shantanu Dutta, Mark E. Bergen, and Sourav Ray.