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Research Traditions in Marketing

Pras, Bernard; Laurent, Gilles; Lilien, Gary L. (1994), Research Traditions in Marketing, Kluwer : Boston, p. 442

Type
Ouvrage
Date
1994
Publisher
Kluwer
Series title
International series in quantitative marketing
Published in
Boston
ISBN
0792393880
Pages
442
Metadata
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Author(s)
Pras, Bernard
Laurent, Gilles
Lilien, Gary L.
Abstract (EN)
This book reviews the past twenty years of research in marketing by considering the different research streams together to understand, evaluate and criticize those various streams and to explore potential overlaps and divergence likely to emerge in the future. In addition, careful attention has been paid to represent a balance of European and North American scholarship in both quantitative and qualitative research traditions. The book is organized into quantitative and qualitative parts. The quantitative articles include such topics as marketing models, econometrics, productivity in marketing, diffusion of innovation and industrial marketing; the qualitative articles include consumer behavior, industrial marketing and industrial marketing networks, and perspectives on marketing from other sciences.
Subjects / Keywords
Marketing
JEL
M31 - Marketing