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Review of marketing research; v.3.


Review of marketing research; v.3.

Ed. by Naresh Naresh is an Indian word which came from Sanskrit, which is popularly used among Hindus. Naresh is another name for the Hindu god Shiva, meaning "One who purifies everyone by the utterance of His name". Shiva is known as the protector of the universe and destroyer of evil.  K. Malhotra.

M.E. Sharpe, Inc.


208 pages




Malhotra (marketing, Georgia Institute of Technology Georgia Institute of Technology, in Atlanta, Ga.; coeducational; state supported; chartered 1885, opened 1888. It is a member school in the university system of Georgia. Significant among its facilities and programs are the Frank H. ) compiles seven articles on important areas of marketing research, by scholars of marketing and business from the US, Canada, France, and Turkey. Articles review the literature, offer commentary, discuss future developments, and present empirical studies Empirical studies in social sciences are when the research ends are based on evidence and not just theory. This is done to comply with the scientific method that asserts the objective discovery of knowledge based on verifiable facts of evidence. . This volume in particular focuses on the firm and the consumer. Articles here and in the previous two volumes are longer than standard journal length, in addition to being more expository ex·po·si·tion  
1. A setting forth of meaning or intent.

a. A statement or rhetorical discourse intended to give information about or an explanation of difficult material.

 and focusing on implementing new concepts and procedures. Coverage encompasses customer relationships, diffusion diffusion, in chemistry, the spontaneous migration of substances from regions where their concentration is high to regions where their concentration is low. Diffusion is important in many life processes.  of new products, cultural and cross-cultural psychological approaches, consumer responses to price, store brands, language structure, and visual data and presentation. The contents of the first two volumes are listed at the beginning of the book. There is no index.

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Publication:Reference & Research Book News
Article Type:Book review
Date:May 1, 2007
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