Review of Marketing Research Vol: 4

Product Details
01 Jan 2008
Emerald Group Publishing Limited
224 pages - 174 x 246 x 16mm
Review of Marketing Research


"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.
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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