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Review of marketing research /
This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from literatures...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald,
2010.
|
| Colección: | Review of marketing research ;
v. 7. |
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 245 | 0 | 0 | |a Review of marketing research / |c edited by Naresh K. Malhotra. |
| 260 | |a Bingley : |b Emerald, |c 2010. | ||
| 300 | |a 1 online resource (xxviii, 302 pages) : |b illustrations (some color) | ||
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| 490 | 1 | |a Review of marketing research ; |v v. 7 | |
| 504 | |a Includes bibliographical references. | ||
| 520 | |a This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from literatures across the disciplines of marketing, management and psychology in an integrative manner. It substantially aids efforts to understand, model, and make predictions about both the firm and the consumer and provide fertile areas for future research. Topics examined in details include: a significant content analysis of publications in all the top marketing journals over an extended period of 25 years revealing the leading authors, institutions and topics; an integrative conceptualization of how firms set and alter strategic goals; the problems that firms confront when introducing an Internet channel; referral equity that captures the net effect of all referrals for a supplier firm in the market; research on the question-behavior effect (QBE), the phenomenon that asking questions influences respondents' behavior; techniques for modelling heterogeneous data in partial least squares (PLS). | ||
| 505 | 0 | |a Introduction: Analyzing Accumulated Knowledge and Influencing future Research -- A backward glance of who and what marketing scholars have been researching. 1977-2002 / John B. Ford, Douglas West, Vincent P. Magnini, Michael S. LaTour and Michael J. Polonsky -- Dynamic strategic goal setting: theory and initial evidence / Mark B. Houston, S. Ratneshwar, Lisa Ricci and Alan J. Malter -- Internet channel conflict: Problems and solutions / Eric T. Anderson, Duncan Simester and Florian Zettelmeyer -- Referral equity and referral management: the supplier firm's perspective / Mahima Hada, Rajdeep Grewal and Gary L. Lilien -- A critical review of question-behavior effect research / Utpal M. Dholakia -- Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations / Naresh K. Malhotra, Arun K. Jain, Ashutosh Patil, Christian Pinson and Lan Wu -- Structural modeling of heterogeneous data with partial least squares / Edward E. Rigdon, Christian M. Ringle and Marko Sarstedt. | |
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| 655 | 4 | |a Electronic resource. | |
| 700 | 1 | |a Malhotra, Naresh K. | |
| 758 | |i has work: |a Review of marketing research (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGPdkMyXPTKbyBrgD3DXMK |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
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| 830 | 0 | |a Review of marketing research ; |v v. 7. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=647736 |z Texto completo |
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