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Review of Marketing Research – Special Issue – Marketing Legends: Review of Marketing Research

Autor Naresh Malhotra – Use
en Limba Engleză Hardback – 20 iul 2011
This special issue of Review of Marketing Research is unique in that it contains articles by marketing legends in their own words. Richard Bagozzi, Shelby Hunt, Philip Kotler, V Kumar, Naresh K. Malhotra, Kent Monroe, Jagdish M Sheth, Yoram (Jerry) Wind and Gerald Zaltman summarize in their own words not only their research but also the salient aspects of their academic life journeys. In this outstanding collection: VK views his research from a decision-making point of view in terms of decisions marketers make either at the market, brand, firm, store, or the customer level; Kotler describes how he entered the marketing field and shows his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained; Sheth, described as an accidental marketer, traces the interesting path he followed as the social scientist interested in buyer behavior who ventured into organizational buyer behaviour
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Specificații

ISBN-13: 9780857248978
ISBN-10: 0857248979
Pagini: 376
Dimensiuni: 155 x 234 x 838 mm
Greutate: 0.69 kg
Editura: Emerald Publishing
Seria Review of Marketing Research