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Review of marketing researchVolume 5 /

Malhotra, Naresh K.

Review of marketing researchVolume 5 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Review of marketing researchedited by Naresh K. Malhotra.
other author:	Malhotra, Naresh K.
Published:	Bingley, U.K. :Emerald,2009.
Description:	1 online resource (xvi, 194 p.) :ill.
Subject:	Business & EconomicsMarketing
Online resource:	http://www.emeraldinsight.com/1548-6435/5
ISBN:	9780857247278 (electronic bk.)

Review of marketing researchVolume 5 /
Review of marketing researchVolume 5 /[electronic resource].edited by Naresh K. Malhotra. - Bingley, U.K. :Emerald,2009. - 1 online resource (xvi, 194 p.) :ill. - Review of marketing research,1548-6435.

Review of marketing research : the first five volumes / Naresh K. Malhotra -- Consumer judgment from a dual-systems perspective : recent evidence and emerging issues / Mary Frances Luce -- Can you see the chasm? : innovation diffusion according to Rogers, Bass, and Moore / Eitan Muller -- Exploring the open source product development bazaar / Barry L. Bayus -- A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (STP analysis) for marketing research / A. Selin Atalay -- Methods for handling massive numbers of attributes in conjoint analysis / Meng Su -- A review and comparative analysis of laddering research methods : recommendations for quality metrics/ M. Phillips -- Metrics for the new Internet marketing communicationsmix / Michael Trusov.

The 'Review of Marketing Research' annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. In contrast to other research publications in the field that impose rigid limitations on the length of articles, "RMR" publishes longer chapters that are not only theoretically rigorous, but also offer richer detail, including literaturereviews, cutting-edge methodologies, empirical studies, emerging trends, international developments,guidelines for implementation, and suggestions for future theory development and testing.Edited by Naresh K. Malhotra along with a distinguished editorial review board drawn from the leading figures in marketing research and theory, the annual "RMR" volumes include approximately 7-8chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range ofcurrent marketing research methodologies. No marketing bookshelf or librarywill be complete without this annual series.

ISBN: 9780857247278 (electronic bk.)Subjects--Topical Terms:

532799
Business & Economics
--Marketing

LC Class. No.: HF5415.2 / .R48 2009

Dewey Class. No.: 658.8

Universal Decimal Class. No.: 658.3

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505 0 $a Review of marketing research : the first five volumes / Naresh K. Malhotra -- Consumer judgment from a dual-systems perspective : recent evidence and emerging issues / Mary Frances Luce -- Can you see the chasm? : innovation diffusion according to Rogers, Bass, and Moore / Eitan Muller -- Exploring the open source product development bazaar / Barry L. Bayus -- A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (STP analysis) for marketing research / A. Selin Atalay -- Methods for handling massive numbers of attributes in conjoint analysis / Meng Su -- A review and comparative analysis of laddering research methods : recommendations for quality metrics/ M. Phillips -- Metrics for the new Internet marketing communicationsmix / Michael Trusov.
520 $a The 'Review of Marketing Research' annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. In contrast to other research publications in the field that impose rigid limitations on the length of articles, "RMR" publishes longer chapters that are not only theoretically rigorous, but also offer richer detail, including literaturereviews, cutting-edge methodologies, empirical studies, emerging trends, international developments,guidelines for implementation, and suggestions for future theory development and testing.Edited by Naresh K. Malhotra along with a distinguished editorial review board drawn from the leading figures in marketing research and theory, the annual "RMR" volumes include approximately 7-8chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range ofcurrent marketing research methodologies. No marketing bookshelf or librarywill be complete without this annual series.
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