Research Traditions in Marketing
Pras, Bernard; Laurent, Gilles; Lilien, Gary L. (1994), Research Traditions in Marketing, Kluwer : Boston, p. 442
Type
OuvrageDate
1994Publisher
Kluwer
Series title
International series in quantitative marketingPublished in
Boston
ISBN
0792393880
Pages
442
Metadata
Show full item recordAbstract (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
MarketingJEL
M31 - MarketingRelated items
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