1st Edition

Review of Marketing Research Volume 5

Edited By Naresh Malhotra Copyright 2009
    216 Pages
    by Routledge

    First Published in 2017. Review of Marketing Research, now in its fifth volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first five volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics.

    Review of Marketing Research: The First Five Volumes, Contents, Volume 1 Contents, Volume 2 Contents, Volume 3 Contents, Volume 4 1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues 2. Can You See the Chasm? Innovation Diffusion according to Rogers, Bass, and Moore 3. Exploring the Open Source Product Development Bazaar 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research 5. Methods for Handling Massive Numbers of Attributes in Conjoint Analysis 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics 7. Metrics for the New Internet Marketing Communications Mix

    Biography

    Naresh K. Malhotra is Regents’ Professor in the Department of Marketing, College of Manage□ment, Georgia Institute of Technology.