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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 |
Tabla de Contenidos:
- 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.