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Review of Marketing Research
Contents for Forthcoming Volumes
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
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