Review of marketing research. Vol. 7

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...

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Bibliographic Details
Other Authors Malhotra, Naresh K.
Format eBook
LanguageEnglish
Published Bingley, U.K. : Emerald, 2010.
SeriesReview of marketing research,
Subjects
Marketing research.
Research, Industrial.
elektronické knihy
electronic books
Online AccessFull text
ISBN9780857244765
ISSN1548-6435
Physical Description1 online zdroj (xxviii, 296 p.) : ill.

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Table of Contents:
  • A backward glance of who and what marketing scholars have been researching, 1977-2002 / John B. Ford, Douglas West, Vincent P. Magnini, Michael S. LaTour, Michael J. Polonsky
  • Dynamic strategic goal setting : theory and initial evidence / Mark B. Houston, S. Ratneshwar, Lisa Ricci, Alan J. Malter
  • Internet channel conflict : problems and solutions / Eric T. Anderson, Duncan Simester, Florian Zettelmeyer
  • Referral equity and referral management : the supplier firm's perspective / Mahima Hada, Rajdeep Grewal, Gary L. Lilien
  • A critical review of question-behavior effect research / Utpal M. Dholakia
  • Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations / Naresh K. Malhotra, Arun K. Jain, Ashutosh Patil, Christian Pinson, Lan Wu
  • Structural modeling of heterogeneous data with partial least squares / Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt.

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