What is the resilience of the marketing discipline? In other words, what is the perennity of the marketing concept, of … marketing principles and purpose, and what is the adaptive capacity of marketing over time? In what measure are marketing … marketing respond to the severe shocks that characterize our time and to what extent does it integrate societal issues? Are …

L'ouvrage présente des méthodes qualitatives et quantitatives de recherche marketing, de la conception du processus aux … des données. Restitue les méthodes explicatives et avancées de vérification. Aborde l'ingénierie marketing et les modèles …

suggesting directions for research in marketing. Key words: Rumination, consumer behavior, decision making process. …