1st Edition

Review of Marketing Research Volume 4

Edited By Naresh Malhotra Copyright 2008
    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: Taking Stock, Contents, Volume 1, Contents, Volume 2, Contents, Volume 3 1. Formal Choice Models of Informal Choices: What Choice Modeling Research Can (and Can’t) Learn from Behavioral Theory 2. How Much to Use? An Action-Goal Approach to Understanding Factors -Influencing Consumption Quantity 3. Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications 4. Brand Extension Research: A Cross-Cultural Perspective 5. A Review of Eye-Tracking Research in Marketing 6. Role Theory Approaches for Effectiveness of Marketing-Oriented Boundary Spanners: Comparative Review, Configural Extension, and Potential Contributions 7. Designing Price Contracts for Procurement and Marketing of Industrial Equipment

    Biography

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