Review of marketing research. Vol. 6

"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' publis...

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Bibliographic Details
Other Authors Malhotra, Naresh K.
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald, 2009.
SeriesReview of marketing research,
Subjects
Business & Economics > Marketing > Research.
Market research.
Marketing research.
elektronické knihy
electronic books
Online AccessFull text
ISBN9780857247285
ISSN1548-6435
DOI10.1108/S1548-6435(2010)6
Physical Description1 online resource (xvii, 190 p.) : ill.

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Table of Contents:
  • Review of marketing research : analyzing accumulated knowledge and influencing future research / Naresh K. Malhotra
  • A review of prior classifications of purchase behavior and a proposal for a new typology / Hans Baumgartner
  • Measuring customer lifetime value : models and analysis / Dipak C. Jain
  • Learning models / Pradeep K. Chintagunta
  • Customer co-creation : a typology and research agenda / Aric Rindfleisch
  • Challenges in measuring return on marketing investment : combining research and practice perspectives / Dave Reibstein
  • Service-dominant logic : a review and assessment / Yi He
  • Marketing in a world with costs of price adjustment / Sourav Ray.

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