Review of marketing research. Vol. 10

Edited by Naresh K. Malhotra, this volume of Review of Marketing Research delivers a high powered range of articles from leading researchers and universities. The issue provides insights of interest to marketers throughout the discipline. Topics covered include a critical review on consumer experie...

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Bibliographic Details
Other Authors Malhotra, Naresh K.
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald, 2013.
SeriesReview of marketing research,
Subjects
Marketing research.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781781907610
ISSN1548-6435
DOI10.1108/S1548-6435(2013)10
Physical Description1 online resource (xvi, 291 p.) : ill.

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Table of Contents:
  • Introduction : analyzing accumulated knowledge and influencing the future / Naresh K. Malhotra
  • Assortment variety : too much of a good thing? / Barbara E. Kahn, Evan Weingarten, Claudia Townsend
  • Consumer experience and experiential marketing : a critical review / Bernd Schmitt, Lia Zarantonello
  • Customer reactions to conflict management : a review and empirical evidence from two service industries / Nelson Oly Ndubisi, Naresh K. Malhotra, Gina L. Miller
  • Designing and pricing digital content products and services : a research review / P.K. Kannan
  • All signals are not created equal : managers choice of signal under information asymmetry in competitive markets / Akshay R. Rao, Amna Kirmani, Haipeng Chen
  • Nation equity : integrating the multiple dimensions of country of origin effects / Durairaj Maheswaran, Cathy Yi Chen, Junhong He
  • How emerging markets are reshaping the innovation architecture of global firms / Venkatesh Shankar, Nicole Hanson
  • An introduction to audio and visual research and applications in marketing / Li Xiao, Hye-jin Kim, Min Ding
  • Measuring value-in-context from a service-dominant logics perspective / Helge Löbler, Marco Hahn.

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