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Review Of Marketing Research (Volume - 1)
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ISBN
:
9788120329539
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Publisher
:
Phi Learning
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Subject
:
Business & Management
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Binding
:
Hardcover
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Pages
:
348
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Year
:
2006
₹
350.0
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280.0
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Description
This book covers the important areas of marketing research with a comprehensive, state-of-the-art orientation. It presents a wide range of theoretical perspectives, paradigms and topics related to the study and explanation of marketing related phenomena. The text includes current marketing research findings and contains articles that are not only theoretically rigorous but are more expository with a focus on implementing new marketing research concepts and procedures. The review articles included in the book are from experts around the world, covering areas such as emotions, beauty (as experienced by consumers), information search, business and marketing strategy, organizational performance, reference scales, and correspondence analysis. The book is arich and useful compendium for serious students of marketing and researchers in the field. Table of Contents Review of Marketing Research 1. A Reappraisal of the Role of Emotion in Consumer Behavior: Traditional and Contemporary Approaches 2. The Eye of the Beholder: Beauty as a Concept in Everyday Discourse and the Collective Photographic Essay 3. Consumer Information Acquisition: A Review and an Extension 4. The Resource-Advantage Theory of Competition: A Review 5. Toward an Integrated Model of Business Performance 6Consumers' Evaluative Reference Scales and Social Judgment Theory: A Review and Exploratory Study 7. Correspondence Analysis: Methodological Perspectives, Issues, and Applications About the Editor and Contributors Index
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