Review of marketing research. Vol. 10 / edited by Naresh K. Malhotra.

Introduction : analyzing accumulated knowledge and influencing the future / Naresh K. Malhotra -- Assortment variety : too much of a good thing? / Barbara E. Kahn, Evan Weingarten, Claudia Townsend -- Consumer experience and experiential marketing : a critical review / Bernd Schmitt, Lia Zarantonello -- Customer reactions to conflict management : a review and empirical evidence from two service industries / Nelson Oly Ndubisi, Naresh K. Malhotra, Gina L. Miller -- Designing and pricing digital content products and services : a research review / P.K. Kannan -- All signals are not created equal : managers choice of signal under information asymmetry in competitive markets / Akshay R. Rao, Amna Kirmani, Haipeng Chen -- Nation equity : integrating the multiple dimensions of country of origin effects / Durairaj Maheswaran, Cathy Yi Chen, Junhong He -- How emerging markets are reshaping the innovation architecture of global firms / Venkatesh Shankar, Nicole Hanson -- An introduction to audio and visual research and applications in marketing / Li Xiao, Hye-jin Kim, Min Ding -- Measuring value-in-context from a service-dominant logics perspective / Helge Löbler, Marco Hahn.

Edited by Naresh K. Malhotra, this volume of Review of Marketing Research delivers a high powered range of articles from leading researchers and universities. The issue provides insights of interest to marketers throughout the discipline. Topics covered include a critical review on consumer experience and experimental marketing, designing and pricing digital content products/ services and nation equity. Authors include senior Chaired professors from such prestigious institutions as Wharton and Columbia. This volume adds to the already formidable body of knowledge built up by this highly respected book series.

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