Review of Marketing Research: Volume 6

Contents

Review of Marketing Research: Accumulating Knowledge, Naresh K. Malhotra

Contents, Volume 1
Contents, Volume 2
Contents, Volume 3
Contents, Volume 4
Contents, Volume 5

1. A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology, Hans Baumgartner

2. Measuring Customer Lifetime Value: Models and Analysis, Siddharth S. Singh and Dipak C. Jain

3. Learning Models, S. Sriram and Pradeep K. Chintagunta

4. Customer Co Creation: A Typology and Research Agenda, Matthew S. O'Hern and Aric Rindfleisch

5. Challenges in Measuring Return on Marketing Investment: Combining Research and Practice Perspectives, Koen Pauwels and Dave Reibstein

6. Service Dominant Logic: A Review and Assessment, Stephen L. Vargo, Robert F. Lusch, Melissa Archpru Akaka and Yi He

7. Marketing in a World with Costs of Price Adjustment, Shantanu Dutta, Mark E. Bergen and Sourav Ray

About the Editors and Contributors
Fall 2009. 224 pp. Tables, figures, and bibliographic references.
ISBN 978-0-7656-2127-6 / ISSN 1548-6435