Providing state-of-the-art articles by the marketing field's leading researchers and academicians, the volumes in this annual series include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the wide...

Given the focus of the special issue, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include a redefinition of the marketing researcher, the...

The Review of Marketing Research annual series provides current, state-of-the-art articles by the marketing field's leading academicians and researchers. Each volume respresents an acroos-the-board view of the full range of current marketing research methodologies

This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from...

Edited by Naresh K. Malhotra, this volume of Review of Marketing Series delivers a high powered range of articles from leading researchers and universities. The work providing insights of interest to marketers throughout the discipline

1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship...

This special issue, featuring contributions from top scholars including former editors of top journals in marketing, will assemble a set of current, comprehensive review articles written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition...

FRONT COVER -- INNOVATION AND STRATEGY -- CONTENTS -- EDITORIAL ADVISORY BOARD -- ABOUT THE GUEST EDITORS AND AUTHORS -- Guest Editors -- Authors -- Introduction -- INTRODUCTION -- Overview -- Publication Mission -- Chapters in This Volume -- CONCEPTUAL PAPERS -- STRATEGIC DECISION MAKING IN AN...