Review of marketing research. Volume 6 /

"The Review of Marketing Research series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Malhotra, Naresh K.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Armonk, N.Y. : M.E. Sharpe, ©2010.
Colección:Review of marketing research.
Temas:
Marketing research.
Marketing > Recherche.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Marketing research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Review of marketing research : analyzing accumulated knowledge and influencing future research / Naresh K. Malhotra
  • A review of prior classifications of purchase behavior and a proposal for a new typology / Hans Baumgartner
  • Measuring customer lifetime value : models and analysis / Dipak C. Jain
  • Learning models / Pradeep K. Chintagunta
  • Customer co-creation : a typology and research agenda / Aric Rindfleisch
  • Challenges in measuring return on marketing investment : combining research and practice perspectives / Dave Reibstein
  • Service-dominant logic : a review and assessment / Yi He. Marketing in a world with costs of price adjustment / Sourav Ray.

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