Review of marketing research. Vol. 5

"'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 in the field that impose rigid limitations on the length of articles, 'RMR&...

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Bibliographic Details
Other Authors Malhotra, Naresh K.
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald, 2008.
SeriesReview of marketing research,
Subjects
Marketing research.
elektronické knihy
electronic books
Online AccessFull text
ISBN9780857247278
ISSN1548-6435
DOI10.1108/S1548-6435(2009)5
Physical Description1 online resource (xvi, 194 p.) : ill.

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Table of Contents:
  • Review of marketing research : the first five volumes / Naresh K. Malhotra
  • Consumer judgment from a dual-systems perspective : recent evidence and emerging issues / Mary Frances Luce
  • Can you see the chasm? : innovation diffusion according to Rogers, Bass, and Moore / Eitan Muller
  • Exploring the open source product development bazaar / Barry L. Bayus
  • A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (STP analysis) for marketing research / A. Selin Atalay
  • Methods for handling massive numbers of attributes in conjoint analysis / Meng Su
  • A review and comparative analysis of laddering research methods : recommendations for quality metrics / M. Phillips
  • Metrics for the new Internet marketing communications mix / Michael Trusov.

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