Review of Marketing Research, 8 : Special Issue - Marketing Legends.

Print version record.

This volume will feature the work of Marketing Legends that have been announced so far. Each Legend will describe his contributions to the marketing discipline: Richard Bagozzi; Shelby Hunt; Philip Kotler; V. Kumar; Naresh K. Malhotra; Kent Monroe; Jagdish Sheth; Jerry Wind; Gerald Zaltman.

FRONT COVER; REVIEW OF MARKETING RESEARCH: SPECIAL ISSUE -- MARKETING LEGENDS; COPYRIGHT PAGE; CONTENTS; LIST OF CONTRIBUTORS; EDITORIAL BOARD; INTRODUCTION -- REVIEW OF MARKETING RESEARCH: A REVIEW OF LEGENDARY CONTRIBUTIONS TO MARKETING; OVERVIEW; PUBLICATION MISSION; CHAPTERS IN THIS VOLUME; REFLECTIONS ON A SCHOLARLY CAREER: FROM INSIDE OUT AND BACK AGAIN; INTRODUCTION; FROM ATTITUDES TO ACTION; METHODOLOGY: THE HOLISTIC CONSTRUAL; MARKETING AS (SOCIAL) EXCHANGE; SALESFORCE BEHAVIOR; MEANS-ENDS CHAINS; HEALTH AND ORGANIZATIONAL BEHAVIOR; CONCLUSION; REFERENCES.

LEGENDS IN MARKETING: A REVIEW OF SHELBY D. HUNT'S VOLUMESINTRODUCTION; STRUCTURE; VOLUME 1; VOLUME 2; VOLUME 3; VOLUME 4; VOLUME 5; VOLUME 6; VOLUME 7; VOLUME 8; VOLUME 9; VOLUME 10; A FINAL COMMENT; REFERENCES; PHILIP KOTLER'S CONTRIBUTIONS TO MARKETING THEORY AND PRACTICE; CONTRIBUTIONS THROUGH ARTICLES WRITTEN; CONTRIBUTIONS THROUGH BOOKS WRITTEN; CONTRIBUTIONS BY MY STUDENTS; CONTRIBUTIONS TO EXECUTIVES; REFERENCES; LOOKING THROUGH THE MARKETING LENS: MY JOURNEY SO FAR...; INTRODUCTION; MY EXPLORATIONS THUS FAR...; MARKET-LEVEL RESEARCH; BRAND/FIRM/STORE-LEVEL RESEARCH.

CUSTOMER-LEVEL RESEARCHCONCLUSION; NOTES; ACKNOWLEDGMENTS; REFERENCES; PERSONAL REFLECTIONS ON MY RESEARCH CONTRIBUTIONS TO MARKETING; INTRODUCTION; VOLUME 1, MARKETING RESEARCH, CONJOINT ANALYSIS, AND MDS; VOLUME 2, RESEARCH METHODOLOGY, RESEARCH DESIGN, AND DATA ANALYSIS; VOLUME 3, CONSUMER BEHAVIOR, INFORMATION PROCESSING, AND DECISION MAKING; VOLUME 4, CONSUMER BEHAVIOR, ATTITUDE, INTENTION, AND CHOICE BEHAVIOR; VOLUME 5, MARKETING MANAGEMENT AND POLICY; VOLUME 6, INTERNATIONAL AND CROSS-CULTURAL MARKETING; VOLUME 7, MARKETING OF SERVICES, RETAILING, AND HEALTH CARE.

VOLUME 8, ETHICS, QUALITY OF LIFE, AND PEDAGOGYVOLUME 9, MANAGEMENT INFORMATION SYSTEMS, TECHNOLOGY, AND MARKETING; CONCLUSION; NOTE; REFERENCES; SOME PERSONAL REFLECTIONS ON PRICING RESEARCH; EARLY RESEARCH; PRICING DECISION MODELS RESEARCH; EXPANDING THE BEHAVIORAL PRICING RESEARCH PROGRAM; EXTENDING BEHAVIORAL PRICE RESEARCH; CONCLUSION; REFERENCES; A JOURNEY OF AN ACCIDENTAL MARKETING SCHOLAR; WHERE IT ALL BEGAN; FROM CONSUMER BEHAVIOR TO CUSTOMER BEHAVIOR; STRATEGIC MOVE; RELATIONSHIP MARKETING; MUSINGS AND CLARION CALLS; AN INSTITUTION IN INSTITUTION BUILDING; PHILANTHROPY THE SHETH WAY.

A LEGEND IN MARKETINGAPPLYING SHETH TO SHETH; REFERENCES; YORAM ''JERRY'' WIND'S CONTRIBUTIONS TO MARKETING; INTRODUCTION; ORGANIZATIONAL BUYING BEHAVIOR; CONSUMER BEHAVIOR; NEW PRODUCT MANAGEMENT; MARKETING STRATEGY; SEGMENTATION; GLOBALIZATION; MARKETING RESEARCH AND MODELING; FUTURE OF MARKETING; CONCLUSIONS; REFLECTIONS; A WISH LIST FOR THE ''NEW MARKETING''; NOTE; REFERENCES; LESSONS LEARNED DURING A CAREER; INTRODUCTION; BATES COLLEGE (1956-1960) AND THE UNIVERSITY OF CHICAGO (1960-1962); THE UNIVERSITY OF ALASKA (1962-1964); THE JOHNS HOPKINS UNIVERSITY (1964-1968)

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