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Research Traditions in Marketing : International Quantitative Marketing - Gilles Laurent

Research Traditions in Marketing

International Quantitative Marketing

By: Gilles Laurent (Editor), Gary L. Lilien (Editor), Bernard Pras (Editor)

Hardcover Published: 31st January 1994
ISBN: 9780792393887
Number Of Pages: 442

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Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark- ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad- vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be- come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo- tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro- duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.

Foreword: Divergence: A Source of Creative Thinking
Preface: The Conference and the Genesis of this Book
Marketing Models: Past, Present and Futurep. 1
Marketing Science's Pilgrimage to the Ivory Towerp. 27
Theory or Well-Based Results: Which Comes First?p. 79
Diagnosing Competition: Developments and Findingsp. 133
Productivity Versus Relative Efficiency in Marketing: Past and Future?p. 169
Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect Versus Consumer Heterogeneityp. 201
Research on Modeling Industrial Marketsp. 231
Scholarly Traditions and European Roots of American Consumer Researchp. 265
Cross-National Consumer Research Traditionsp. 289
The Markets-as-Networks Tradition in Swedenp. 321
Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approachesp. 347
The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of Historyp. 383
Metaphor at Workp. 405
Contributing Authorsp. 435
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780792393887
ISBN-10: 0792393880
Series: International Quantitative Marketing
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 442
Published: 31st January 1994
Publisher: SPRINGER VERLAG GMBH
Country of Publication: US
Dimensions (cm): 23.39 x 15.6  x 2.54
Weight (kg): 0.83

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