🎉   Please check out our new website over at books-etc.com.

Seller
Your price
£67.11
RRP: £85.99
Save £18.88 (22%)
Dispatched within 2-3 working days.

Review of Marketing Research

Review of Marketing Research

Edited by Naresh K. Malhotra
Series edited by Naresh K. Malhotra
Genres: Market research
Format: Hardback
Publisher: Emerald Publishing Limited, Bingley, United Kingdom
Imprint: Emerald Group Publishing Limited
Published: 2nd Dec 2010
Dimensions: w 156mm h 234mm d 19mm
Weight: 642g
ISBN-10: 0857244752
ISBN-13: 9780857244758
Barcode No: 9780857244758
Trade or Institutional customer? Contact us about large order quotes.
Synopsis
This volume provides case studies, analysis and frameworks, reviews key 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 to understand, 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 Internet channel; referral equity that 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).

New & Used

Seller Information Condition Price
-New£67.11
+ FREE UK P & P

What Reviewers Are Saying

Be the first to review this item. Submit your review now