This special issue of Review of Marketing Research is unique in that it contains articles by marketing legends in their own words. Presented in alphabetical order; 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 A", traces the interesting path he followed as the social scientist interested in buyer behavior who ventured into organizational buyer behaviour; Wind shows how his research has been influenced by the real world challenges facing corporations and organizations, and talks of his search for and use of the latest methodological developments to assure the rigor and validity of the solutions.
Naresh Malhotra – USE 0493
Review of Marketing Research [PDF ebook]
Special Issue – Marketing Legends
Review of Marketing Research [PDF ebook]
Special Issue – Marketing Legends
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भाषा अंग्रेज़ी ● स्वरूप PDF ● ISBN 9780857248985 ● संपादक Naresh Malhotra – USE 0493 ● प्रकाशक Emerald Group Publishing Limited ● प्रकाशित 2011 ● डाउनलोड करने योग्य 3 बार ● मुद्रा EUR ● आईडी 5677158 ● कॉपी सुरक्षा Adobe DRM
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