Description
Book SynopsisThis volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from multidisciplinary literatures in an integrative manner.
Table of ContentsList of Contributors. EDITORIAL BOARD. Introduction: Analyzing Accumulated Knowledge and Influencing future Research. A backward glance of who and what marketing scholars have been researching, 1977–2002. Dynamic strategic goal setting: theory and initial evidence. Internet channel conflict: Problems and solutions. Referral equity and referral management: the supplier firm's perspective. A critical review of question–behavior effect research. Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations. Structural modeling of heterogeneous data with partial least squares. Review of Marketing Research. Review of Marketing Research. Copyright page.
