Research traditions in marketing /
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...
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| Format: | eBook |
| Language: | English |
| Published: |
Dordrecht :
Springer Netherlands,
1994.
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| Series: | International series in quantitative marketing ;
5. |
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
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| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (xxii, 442 pages) |
| ISBN: | 9789401114028 (electronic bk.) 9401114021 (electronic bk.) |
| ISSN: | 0923-6716 ; |