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Review of marketing research; v.3.


Review of marketing research; v.3.

Ed. by Naresh K. Malhotra.

M.E. Sharpe, Inc.


208 pages




Malhotra (marketing, Georgia Institute of Technology) 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. 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 and focusing on implementing new concepts and procedures. Coverage encompasses customer relationships, diffusion 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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