Review of marketing research [electronic resource] : special issue : marketing legends / edited by Naresh K. Malhotra.

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Series: Review of marketing research ; v. 8Publication details: Bingley, U.K. : Emerald, 2011.Description: 1 online resource (xix, 351 p.) : illISBN:

9780857248985 (electronic bk.) :

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: No titleDDC classification:

658.83 22

LOC classification:

HF5415.2 .R48 2011

Online resources:

Click here to access online

Contents:

Reflections on a scholarly career : from inside out and back again / Richard P. Bagozzi -- Legends in marketing : a review of Shelby D. Hunt's volumes / Shelby D. Hunt, Shannon B. Rinaldo -- Philip Kotler's contributions to marketing theory and practice / Philip Kotler -- Looking through the marketing lens : my journey so far ... / V. Kumar -- Personal reflections on my research contributions to marketing / Naresh K. Malhotra -- Some personal reflections on pricing research / Kent B. Monroe -- A journey of an accidental marketing scholar / Balaji C. Krishnan, Jagdish N. Sheth -- Yoram 'Jerry' Wind's contributions to marketing / Yoram 'Jerry' Wind -- Lessons learned during a career / Gerald Zaltman.

Summary: This volume will feature the work of Marketing Legends that have been announced so far. Each Legend will describe his contributions to the marketing discipline: Richard Bagozzi; Shelby Hunt; Philip Kotler; V. Kumar; Naresh K. Malhotra; Kent Monroe; Jagdish Sheth; Jerry Wind; Gerald Zaltman.

Item type:

eBooks

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This volume will feature the work of Marketing Legends that have been announced so far. Each Legend will describe his contributions to the marketing discipline: Richard Bagozzi; Shelby Hunt; Philip Kotler; V. Kumar; Naresh K. Malhotra; Kent Monroe; Jagdish Sheth; Jerry Wind; Gerald Zaltman.

Mode of access: World Wide Web.