Review of marketing research
著者
書誌事項
Review of marketing research
（Emerald books）
Emerald, 2010
1st ed
- v. 7
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注記
Descipption based on v. 7
Includes bibliographical references
内容説明・目次
内容説明
This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from literatures across the disciplines of marketing, management and psychology in an integrative manner. It substantially aids efforts to understand, model, and make predictions about both the firm and the consumer and provide fertile areas for future research. Topics examined in details include: a significant content analysis of publications in all the top marketing journals over an extended period of 25 years revealing the leading authors, institutions and topics; an integrative conceptualization of how firms set and alter strategic goals; the problems that firms confront when introducing an Internet channel; referral equity that captures the net effect of all referrals for a supplier firm in the market; research on the question-behavior effect (QBE), the phenomenon that asking questions influences respondents' behavior; techniques for modelling heterogeneous data in partial least squares (PLS).
目次
List of Contributors.
EDITORIAL BOARD.
Introduction: Analyzing Accumulated Knowledge and Influencing future Research.
A backward glance of who and what marketing scholars have been researching, 1977-2002.
Dynamic strategic goal setting: theory and initial evidence.
Internet channel conflict: Problems and solutions.
Referral equity and referral management: the supplier firm's perspective.
A critical review of question-behavior effect research.
Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations.
Structural modeling of heterogeneous data with partial least squares.
Review of Marketing Research.
Review of Marketing Research.
Copyright page.
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