Marketing legends
著者
書誌事項
Marketing legends
（Emerald books, . Review of marketing research / edited by Naresh K. Malhotra ; special issue ; v. 8）
Emerald, 2011
- : hardcover
大学図書館所蔵 件 / 全2件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references
内容説明・目次
内容説明
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.
目次
List of Contributors.
EDITORIAL BOARD.
Introduction - Review of Marketing Research: A Review of Legendary Contributions to Marketing.
Reflections on a Scholarly Career: From Inside Out and Back Again.
Legends in Marketing: A Review of Shelby D. Hunt's Volumes.
Philip Kotler's Contributions to Marketing Theory and Practice.
Looking through the Marketing Lens: My Journey so Far....
Personal Reflections on My Research Contributions to Marketing.
Some Personal Reflections on Pricing Research.
A Journey of an Accidental Marketing Scholar.
Yoram "Jerry" Wind's Contributions to Marketing.
Lessons Learned during a Career.
Previous Volume Contents.
Review of Marketing Research: Special Issue - Marketing Legends.
Review of Marketing Research.
Review of Marketing Research.
Copyright page.
「Nielsen BookData」 より
