Review of Marketing Research

Review of Marketing Research : Volume 4

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First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.
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Product details

  • Hardback | 216 pages
  • 175.26 x 254 x 20.32mm | 453.59g
  • London, United Kingdom
  • English
  • tables, figures & bibliographic references
  • 0765620928
  • 9780765620927

Table of contents

Review of Marketing Research: Taking Stock, Naresh K. Malhotra; 1. Formal Choice Models of Informal Choices: What Choice Modeling Research Can (and Can't) Learn from Behavioral Theory, Jordan J. Louviere and Robert J. Meyer; 2. How Much to Use? An Action-Goal Approach to Understanding Factors Influencing Consumption Quantity, Valerie S. Folkes and Shashi Matta; 3. Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications, V. Kumar and Anita Man Luo; 4. Brand Extension Research: A Cross-Cultural Perspective, Michael A. Merz, Dana L. Alden, Wayne D. Hoyer, and Kalpesh Kaushik Desai; 5. A Review of Eye-Tracking Research in Marketing, Michel Wedel and Rik Pieters; 6. Role Theory Approaches for Effectiveness of Marketing-Oriented Boundary Spanners: Comparative Review, Configural Extension, and Potential Contribution, Jagdip Singh and Argun Saatcioglu; 7. Price Contract Design Templates: Governing Procurement and Marketing of Industrial Equipment, George John; About the Editor and Contributors.
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About Naresh Malhotra

Naresh K. Malhotra (along with a distinguished editorial review board), the RMR series features individual papers by the marketing field's leading researchers and academicians. Each contribution undergoes a rigorous double-blind review process. Each volume represents an across-the-board view of the full range of current marketing research methodologies. No bookshelf or library will be complete without the annual volumes in the Review of Marketing Research series.
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