| 紀錄類型: |
書目-語言資料,印刷品
: Monograph/item
|
| 杜威分類號: |
658.83 |
| 書名/作者: |
Review of marketing research./ edited by Naresh K. Malhotra. |
| 其他作者: |
Malhotra, Naresh K. |
| 出版者: |
Bingley, U.K. : : Emerald,, 2010. |
| 面頁冊數: |
1 online resource (xxviii, 296 p.) : : ill. |
| 標題: |
Business & Economics - Marketing |
| 標題: |
Market research. |
| 標題: |
Marketing research. |
| ISBN: |
9780857244765 (electronic bk.) |
| 內容註: |
A backward glance of who and what marketing scholars have been researching, 1977-2002 / John B. Ford, Douglas West, Vincent P. Magnini, Michael S. LaTour, Michael J. Polonsky -- Dynamic strategic goal-setting :theory and initial evidence / Mark B. Houston, S. Ratneshwar, Lisa Ricci, Alan J. Malter -- Internet channel conflict : problems and solutions / Eric Anderson, Duncan Simester, Florian Zettelmeyer -- Referral equity and referral management : the supplier firm's perspective / Mahima Hada, Rajdeep Grewal, Gary L. Lilien -- A critical review of question-behavior effect research / Utpal M. Dholakia -- Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations/ Naresh K. Malhotra, Arun K. Jain, Ashutosh Patil, Christian Pinson, Lan Wu -- Structural modeling of heterogeneous data with partial least squares / Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt. |
| 摘要、提要註: |
"This volume provides case studies, analysis and frameworks, reviewskey studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from literatures across the disciplines of marketing, management and psychology in an integrative manner. It substantially aids efforts tounderstand, model, and make predictions about both the firm and the consumer and provide fertile areas for future research. Topics examined in details include: a significant content analysis of publications in all the top marketing journals over an extended period of 25 years revealing the leading authors, institutions and topics; an integrative conceptualization of how firms set and alter strategic goals; the problems that firms confront when introducing an Internetchannel; referral equitythat captures the net effect of all referrals for a supplier firm in the market; research on the question-behavior effect (QBE), the phenomenon that asking questions influences respondents' behavior; techniques for modelling heterogeneous data in partial least squares (PLS)." |
| 電子資源: |
http://www.emeraldinsight.com/1548-6435/7 |