field.' - Valarie Zeithaml, UNC Kenan-Flagler Business School, US. The Handbook of Service Marketing Research brings …

Measurement in Marketing Research investigates latent variables in marketing, focusing on current paradigms as well as … issues and to contribute to a transfer of knowledge from psychometrics into marketing research. Marketing researchers and …

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve … academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in … marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as …

status and future direction of research in international marketing. The result of a sustained and lively dialogue among …pt. 1. Introduction -- pt. 2. Entry strategy -- pt. 3. Cross-cultural research issues -- pt. 4. Marketing strategy …

approach recommended by Yeung through comparative research of businesses and economies in different institutions and cultures … Review. 'This book serves as an important guide to the many fascinating research questions about Asian business waiting to be … knowledge transfer among researchers of each region is that these exchanges can only advance everyone's research. Henry Yeung …

Contents: 1. Service innovation research methods / Flemming Sørensen and Francesco Lapenta -- 2. Quantitative … incident technique and everyday innovation / Lars Fuglsang -- 4. Laddering method in service innovation research / Niels Nolsøe … social media data for research on user driven innovation / Ada Scupola -- 9. Using technology oriented scenario analysis for …

marketing and lays out an agenda for future research. -- The topics covered by eminent contributors from around the world range …

Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and … important developments in consumer behaviour research, including consumer culture, impulsivity and compulsiveness, ethics and …

This major reference book provides an authoritative analysis and survey of consumer research and economic psychology … topics in consumer research and economic psychology from behaviourism and brand loyalty to trust and the psychology of …