Review of Marketing Research

Review of Marketing Research : Volume 5

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"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" publishes longer chapters that are not only theoretically rigorous, but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, emerging trends, international developments, guidelines for implementation, and suggestions for future theory development and testing.Edited by Naresh K. Malhotra along with a distinguished editorial review board drawn from the leading figures in marketing research and theory, the annual "RMR" volumes include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies. No marketing bookshelf or library will be complete without this annual series.
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Product details

  • Hardback | 216 pages
  • 180 x 256 x 20mm | 557.92g
  • Emerald Publishing Limited
  • M.E. Sharpe
  • New York, United States
  • English
  • Revised
  • 5th Revised edition
  • tables, figures & bibliographic references
  • 0765621258
  • 9780765621252

Table of contents

1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues, Samuel D. Bond, James R Bettman, and Mary Frances Luce; 2. Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore, Barak Libai, Vijay Mahajan, and Eitan Muller; 3. Exploring the Open Source Product Development Bazaar, Balaji Rajagopalan and Barry L. Bayus; 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research, Wayne S. DeSarbo, Simon J. Blanchard, and A. Selin Atalay; 5. Methods for Handling Massive Number of Attributes in Conjoint Analysis, Vithala R. Rao, Benjamin Kartono, and Meng Su; 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics, Thomas J. Reynolds and Joan M. Phillips; 7. Metrics for the New Internet Marketing Communications Mix, Randolph E. Bucklin, Oliver J. Rutz, and Michael Trusov; About the Editor and Contributors.
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