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.

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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