Review of Marketing Research: Special Issue - Marketing

Review of Marketing Research: Special Issue - Marketing This special issue of Review of Marketing Research is unique in that it contains articles by marketing legends in their own words Presented in alphabetical order Richard Bagozzi, Shelby Hunt, Philip Kotler, V Kumar, Naresh K Malhotra, Kent Monroe, Jagdish M Sheth, Yoram Jerry Wind and Gerald Zaltman summarize in their own words not only their research but also the salient aspects of their academic life journeys In this outstanding collection VK views his research from a decision making point of view in terms of decisions marketers make either at the market, brand, firm, store, or the customer level Kotler describes how he entered the marketing field and shows his contributions in four sections articles written, books published, students nurtured, and executives consulted and trained Sheth, described as an accidental marketerA , traces the interesting path he followed as the social scientist interested in buyer behavior who ventured into organizational buyer behaviour Wind shows how his research has been influenced by the real world challenges facing corporations and organizations, and talks of his search for and use of the latest methodological developments to assure the rigor and validity of the solutions

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