國立虎尾科技大學 |

Review of marketing research. Vol. 7 /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Review of marketing research/ edited by Naresh K. Malhotra.
other author:	Malhotra, Naresh K.
Published:	Bingley, U.K. :Emerald, : 2010.,
Description:	1 online resource (xxviii, 296 p.) :ill. :
Subject:	Business & Economics - Marketing -
Online resource:	http://www.emeraldinsight.com/1548-6435/7
ISBN:	9780857244765 (electronic bk.)

Review of marketing research. Vol. 7 /
Review of marketing researchVol. 7 /[electronic resource].edited by Naresh K. Malhotra. - Bingley, U.K. :Emerald,2010. - 1 online resource (xxviii, 296 p.) :ill. - Review of marketing research,1548-6435.

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, Michael J. Polonsky -- Dynamic strategic goal-setting :theory and initial evidence / Mark B. Houston, S. Ratneshwar, Lisa Ricci, Alan J. Malter -- Internet channel conflict : problems and solutions / Eric Anderson, Duncan Simester, Florian Zettelmeyer -- Referral equity and referral management : the supplier firm's perspective / Mahima Hada, Rajdeep Grewal, 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, Lan Wu -- Structural modeling of heterogeneous data with partial least squares / Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt.

"This volume provides case studies, analysis and frameworks, reviewskey 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 across the disciplines of marketing, management and psychology in an integrative manner. It substantially aids efforts tounderstand, model, and make predictions about both the firm and the consumer and provide fertile areas for future research. Topics examined in details include: a significant content analysis of publications in all the top marketing journals over an extended period of 25 years revealing the leading authors, institutions and topics; an integrative conceptualization of how firms set and alter strategic goals; the problems that firms confront when introducing an Internetchannel; referral equitythat captures the net effect of all referrals for a supplier firm in the market; research on the question-behavior effect (QBE), the phenomenon that asking questions influences respondents' behavior; techniques for modelling heterogeneous data in partial least squares (PLS)."

ISBN: 9780857244765 (electronic bk.)Subjects--Topical Terms:

809085
Business & Economics
--Marketing

LC Class. No.: HF5415.2 / .R48 2010

Dewey Class. No.: 658.8/3

Universal Decimal Class. No.: 339.1

Review of marketing research. Vol. 7 /
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520 $a "This volume provides case studies, analysis and frameworks, reviewskey 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 across the disciplines of marketing, management and psychology in an integrative manner. It substantially aids efforts tounderstand, model, and make predictions about both the firm and the consumer and provide fertile areas for future research. Topics examined in details include: a significant content analysis of publications in all the top marketing journals over an extended period of 25 years revealing the leading authors, institutions and topics; an integrative conceptualization of how firms set and alter strategic goals; the problems that firms confront when introducing an Internetchannel; referral equitythat captures the net effect of all referrals for a supplier firm in the market; research on the question-behavior effect (QBE), the phenomenon that asking questions influences respondents' behavior; techniques for modelling heterogeneous data in partial least squares (PLS)."
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