Description
Book SynopsisEdited by Naresh K. Malhotra, this volume of Review of Marketing Research delivers a high powered range of articles from leading researchers and universities. The issue provides insights of interest to marketers throughout the discipline. Topics covered include a critical review on consumer experience and experimental marketing, designing and pricing digital content products/ services and nation equity. Authors include senior Chaired professors from such prestigious institutions as Wharton and Columbia. This volume adds to the already formidable body of knowledge built up by this highly respected book series.
Table of ContentsList of Contributors. EDITORIAL BOARD. Introduction: Analyzing Accumulated Knowledge and Influencing the Future. Assortment Variety: Too Much of a Good Thing?. Consumer Experience and Experiential Marketing: A Critical Review. Customer Reactions to Conflict Management: A Review and Empirical Evidence from Two Service Industries. Designing and Pricing Digital Content Products and Services: A Research Review. All Signals are not Created Equal: Managers’ Choice of Signal Under Information Asymmetry in Competitive Markets. Nation Equity: Integrating the Multiple Dimensions of Country of Origin Effects. How Emerging Markets are Reshaping the Innovation Architecture of Global Firms. An Introduction to Audio and Visual Research and Applications in Marketing. Measuring Value-in-Context from a Service-Dominant Logic’s Perspective. Previous Volume Contents. Review of Marketing Research. Review of Marketing Research. Review of Marketing Research. Copyright page.
