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" Review of marketing research. "
edited by Naresh K. Malhotra.
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BL
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| Record Number
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962075
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| Doc. No
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b716445
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| Title & Author
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Review of marketing research.\ edited by Naresh K. Malhotra.
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| Publication Statement
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Armonk, N.Y. :: M.E. Sharpe ;London :: Eurospan [distributor],, 2008.
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| Series Statement
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Review of marketing research ;; 4.
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| Page. NO
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1 online resource (xix, 202 pages) :: illustrations
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| ISBN
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076562124X
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: 9780765621245
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0765620928
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9780765620927
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| Bibliographies/Indexes
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Includes bibliographical references.
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| Contents
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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 -- How much to use? : an action-goal approach to understanding factors influencing consumption quantity / Valerie S. Folkes and Shashi Matta -- Integrating purchase timing, choice, and quantity decisions models : a review of model specifications, estimations, and applications / V. Kumar and Anita Man Luo -- Brand extension research : a cross-cultural perspective / Michael A. Merz [and others] -- A review of eye-tracking research in marketing / Michel Wedel and Rik Pieters -- Role theory approaches for effectiveness of marketing-oriented boundary spanners : comparative review, configural extension, and potential contributions / Jagdip Singh and Argun Saatcioglu -- Designing price contracts for procurement and marketing of industrial equipment / George John.
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| Abstract
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Provides current, stateoftheart articles by the marketing field's leading researchers and scholars. Offers literature reviews, methodologies, empirical studies, international developments, and guidelines for implementation.
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| Subject
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Marketing research.
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| Subject
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Marketing.
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| Subject
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Subject
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Marketing research.
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| Subject
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Marketing.
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| Dewey Classification
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658.834
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| LC Classification
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HF5415.2.R484 2008eb
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| Added Entry
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Malhotra, Naresh K.
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