Autor: USA) Malhotra Naresh K. (Georgia Institute of Technology

This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research and future prospects …

In spite of, and because of, the attention recently paid to "big data" and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual …

In spite of, and because of, the attention recently paid to "big data" and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual …

Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Res …

Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Res …

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of soci …

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of soci …