Review of Marketing Research

Herausgeber: Malhotra, Naresh K

• Gebundenes Buch

Produktbeschreibung

This book provides current, comprehensive, state-of-the-art articles in review of marketing research. It focuses on customer relationship management, customer asset management, and customer portfolio management. The book describes how companies can effectively cultivate customer relationships.

Produktdetails

• Verlag: Emerald Publishing Limited
• Seitenzahl: 226
• Erscheinungstermin: 1. Februar 2007
• Englisch
• Abmessung: 254mm x 185mm x 21mm
• Gewicht: 567g
• ISBN-13: 9780765613066
• ISBN-10: 0765613069
• Artikelnr.: 22603471

Autorenporträt

Naresh K. Malhotra

Inhaltsangabe

1. Managing Customer Relationships 2. A Critical Review of Marketing
Research on Diffusion of New Products 3. On the Distinction between
Cultural and Cross-Cultural Psychological Approaches and its Significance
for Consumer Psychology 4. Consumer Responses to Price and its Contextual
Information Cues: A Synthesis of Past Research, a Conceptual Framework, and
Avenues for Further Research 5. Store Brands: From Back to the Future 6.
Language, Thought, and Consumer Research 7. You ought to be in Pictures:
Envisioning Marketing Research