Publisher's Synopsis
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as by the opinions of other scholars and experts about their work.
The series comprises of various sets, each focused on the multiple ways in which a legend has contributed to the field. This fourth set in the series, consisting of 9 volumes, is a tribute to Naresh K Malhotra. Known as a consistently outstanding researcher, refreshingly innovative teacher, and truly pioneering author, Professor Malhotra is listed in Marquis' Who's Who in America continuously since the 51st edition, 1997, and in Who's Who in the World since 2000.
This set includes:
Volume 1: Research Methodology: Conjoint Analysis, Multidimensional Scaling, and Related Techniques
Editor: James Agarwal
Volume 2: Research Methodology: Research Design and Data Analysis
Editor: Lan Wu
Volume 3: Consumer Behavior: Information Processing and Decision Making
Editor: Ashutosh R Patil
Volume 4: Consumer Behavior: Attitude, Intention, and Choice Behavior
Editor: Tracey M King
Volume 5: Marketing Management and Policy
Editor: Can Uslay
Volume 6: International and Cross-cultural Marketing
Editor: Francis M Ulgado
Volume 7: Marketing of Services: Retailing and Health Care
Editor: Charla Mathwick and Neale Martin
Volume 8: Ethics, Quality of Life, and Pedagogy
Editor: Gina L Miller
Volume 9: Management Information Systems, Technology, and Marketing
Editor: Sung S Kim and Alka V Citrin
