Upgrade your Collection with Volume 9: Researched Methods. Add this new book to your collection with its unique perspective on marketing research. This offer is only valid for those who have purchased the eight-volume set.
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as by the opinions of other scholars about their work.
The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This first set in the series, consisting of nine volumes, is a tribute to Jagdish N. Sheth.
Known as a pioneer of new areas of inquiry in marketing, his work spans five decades and traverses a number of sub-disciplines of marketing.
This set includes:
Volume One: Consumer Behavior: Conceptual Foundations
Edited by Richard J. Lutz
Volume Two: Consumer Behavior: Empirical Research
Edited by: C. Whan Park
Volume Three: Visioning the Future
Edited by Balaji C. Krishnan
Volume Four: International Marketing
Edited by Abdolreza Eshghi
Volume Five: Managerial Marketing: The Early Years
Edited by Can Uslay
Volume Six: Managerial Marketing: Current Thought
Edited by Rajendra S. Sisodia
Volume Seven: Organizational Buyer Behaviour
Edited by Arun Sharma
Volume Eight: Relationship Marketing
Edited by Atul Partvatiyar
Volume Nine: Research Methods
Edited by Balaji C. Krishnan
Balaji C. Krishnan is an Associate Professor in the Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, USA. He is also the Director of MBA Programs.
Volume 1: Contents Volume Introduction - Richard J. Lutz Literature Reviews and Critiques : Review of Buyer Behavior The Surpluses and Shortages in Consumer Behavior Theory and Research Acrimony in the Ivory Tower: A Retrospective on Consumer Research Comprehensive Theories: A Theory of Buyer Behavior (with John A. Howard) A Theory of Family Buying Decisions Toward a Model of Individual Choice Behavior A Theory of Cross-Cultural Buyer Behavior (with S. Prakash Sethi) Why We Buy What We Buy: A Theory of Consumption Values (with Bruce I. Newman and Barbara L. Gross) Domain-specific Conceptual Frameworks: A Theory of Multidimensional Brand Loyalty (with C. Whan Park) Sequential and Cyclical Nature of Information Processing in Repetitive Choice Behavior (with P. S. Raju) Recent Failures in Consumer Protection (with Nicholas J. Mammana) How Consumers Use Information A Model of User Behavior for Scientific and Technical Information Psychology of Innovation Resistance: The Less Developed Concept (LDC) in Diffusuion Research Relationship Marketing in Consumer Markets: Antecedents and Consequences (with Atul Parvatiyar) A Generic Concept of Consumer Behavior Perspectives of Other Scholars : Jagdish Sheth: An Academic Whose Profession is his Lifestyle - Michael J. Houston Jagdish Sheth: The Reseach Visionary - Peter L. Wright Jagdish Sheth: Leading Consumer Behavior Research - Harold H. Kassarjian Richard J. Lutz interviews Jagdish Sheth Knowledge is an Appreciative Asset: The More You Use It, the Better It Gets Volume 2: Consumer Behavior: Emperical Research Volume Introduction - C. Whan Park Attitude and Intentions : A Field Study of Attitude Structure and the Attitude-Behavior Relationship Affect Behavioral Intention and Buying Behavior as a Function of Evaluative Beliefs : Attitudinal Theories of Consumer Choice Behavior: A Comparative Analysis (with Rabi S. Bhagat and P.S. Raju) Perceived Instrumentality and Value Importance as Determinants of Attitudes (with W. Wayne Talarzyk) Consumer Research in Brands : Cognitive Dissonance, Brand Preference and Product Familiarity Influence of Brand Preference on Post-Decision Dissonance How Adults Learn Brand Preference Brand Profiles from Beliefs and Importances Risk of Information Processing : Perceived Risk and Diffusion of Innovations Risk Reduction Processes in Repetitive Consumer Behavior (with M. Venkatesan) Impact of Prior Familiarity and Cognitive Complexity on Information Processing Rules (with C.W. Park) Applied Consumer Research : A Model of Primary Voter Behavior (with Bruce I. Newman) Why We Buy What We Buy: A Theory of Consumption Values (with Bruce I. Newman and Barbara L. Gross) Perspectives of Other Scholars Jagdish N. Sheth: Giving Back Generously to the Profession - William O. Bearden Jagdish N. Sheth: Broad Scope of Contributions to Marketing - Valerie Folkes Jagdish N. Sheth: A Gentleman and a Scholar - Mary Gilly Jagdish N. Sheth: An Association of 40 Years - Flemming Hansen Jagdish N. Sheth: Always There and Just a Step Ahead - David Stewart When Park Interviews Jagdish N. Sheth I Don't See Any Breakthrough Theory in Consumer Behavior Anchored to Learning or Motivation Volume 3 : Visioning the Future Volume Introduction - Balaji C. Krishnan Visions of the Future : Consumer Behavior in the Future (with Rajendra S. Sisodia) Emerging Trends in Retail Industry Marketing Megatrends He Future of Advertising in the Information Age Search for Tomorrow Critique of the Marketing Discipline : Revisiting Marketing's Lawlike Generalizations (with Rajendra S. Sisodia) The Future of Marketing (with Rajendra S. Sisodia) Does Marketing Need Reform? (with Rajendra S. Sisodia) How to Reform Marketing (with Rajendra S. Sisodia) A Dangerous Divergence: Marketing and Society (with Rajendra S. Sisodia) Demographics, Outsourcing, and Customer Centric Marketing : Demographics in Consumer Behavior Outsourcing Comes Home The Antecedents and Consequences of Customer Centric Marketing (with Rajendra S. Sisodia and Arun Sharma) Perspectives of Other Scholars : Jagdish N. Sheth: Torchbearers for Ethical Marketing - O.C. Ferrell Jagdish N. Sheth: Contributions to Marketing Scholarship - Rajan Varadarajan Jagdish N. Sheth: Comments on his work in this volume - Barton A. Weitz Balaji Krishnan interviews Jagdish N. Sheth We Are Not God Marketers of ur Own Research Volume 4 : International Marketing Volume Introduction - Abdolreza Eshghi Marketing Mix : Advertising's Image-U.S. and Yugoslavia (with Milan Smiljanich) Strategies of Advertising Transferability in Multinational Marketing Cross Cultural Consumer Behavior : Identification of Opinion Leaders Across Cultures: An Assessment for Use in the Diffusion of Innovations and Ideas (with Stephen C. Cosmas) Cross-Cultural Influences on the Buyer-Seller Interaction/Negotiation Process Export Marketing : Emerging Importance of Export Marketing for U.S. Products How to Succeed in Export Marketing: Some Guidelines (with H.M. Schoenfeld) Marketing Strategy : A Market-Oriented Strategy of ong-Range Planning for Multinational Corporations The Antecedents and Consequences of Integrated Global Marketing (with Atul Parvatiyar) International E-marketing: Opportunities and Issues (with Arun Sharma) Globalization : Global Markets or Global Competition Emerging Marketing Strategies in a Changing Macroeconomic Environment: A Commentary Growth, Productivity and the Visible Hand: An Interview with Jagdish N. Sheth - Rajendra S. Sisodia The Rule of Three in Europe (with Rajendra S. Sisodia) Making India Globally Competitive How Competition Will Shape Indian Markets (with G. Shainesh and Rajendra S. Sisodia) The Regional Face of Globalization (with Rajendra S. Sisodia) Perspectives of Other Scholars : Jagdish N. Sheth and Interbational Marketing: An Appreciation - Johnny K. Johansson Jagdish N. Sheth: A Beacon and a Visionary - Masaaki Kotabe Jagdish N. Sheth: A Distinguished, Distinct Academic - Howard Thomas Jagdish N. Sheth: Strong Leadership in Academic Community - Guenter Schweiger Jagdish N. Sheth: Impacts of His Work on International Marketing - David K. Tse Jagdish N. Sheth: Worldwide Consumer Orientation - W. Fred van Raaij Abdolreza Eshghi interviews Jagdish N. Sheth Key Research Issues Would Be around Affordability and Market Access Volume 5 : Managerial Marketing: The Early Years Volume Introduction - Can Uslay Articles on Innovation : Consumer Resistance to Innovation: The Marketing Problem and Solution (with S. Ram) Psychology of Innovation Resistance: The Less Developed Concept (LDC) in Diffusion Research Articles on Marketing Mix : Time Oriented Advertising: A Content Analysis of United States Magazine Advertising 1890-1980 (with Barbara L. Gross) Measurement of Advertising Effectiveness: Some Theoretical Considerations An Attitude-Behaviour Framework for Distribution Channel Management (with Gary L. Frazier) Advertising's Image-U.S. and Yugoslavia (with Milan Smiljanich) Strategic Marketing : Winning Again in the Market lace: Nine Strategies for Revitalizing Mature Products (with Glenn Morrison) A Margin-Return Model for Strategic Market planning (with Gary L. Frazier) A Strategy Mix Model for Planned Social Change (with Gary L. Frazier) Political Marketing : A Review of Political Marketing (with Bruce I. Newman) Perspectives of Other Scholars : Jagdish N. Sheth: A Giant among Marketing Scholars - Rajesh Chandy Jagdish N. Sheth: A mentor and a Guide - Gary L. Frazier Jagdish N. Sheth: Contributions and the Contributor - Ajay K. Kohli Jagdish N. Sheth: A Tribute - Naresh K. Malhotra Can Uslay Interviews Jagdish N. Sheth I Want To Give Whatever I Have earned back to the Marketing Discipline Volume 6 : Managerial Marketing: Current Thought Volume Introduction - Rajendra Sisodia Commentaries on Marketing : Ecological Imperatives and the Role of Marketing (with Atul Parvatiyar) The Future of Marketing (with Rajendra S. Sisodia) Marketing Productivity: Issues and Analysis (with Rajendra S. Sisodia) The Antecedents and Consequences of Customer Centric Marketing (with Rajendra S. Sisodia and Arun Sharma) Revisiting Marketing's Lawlike Generalizations (with Rajendra S. Sisodia) How to Reform Marketing (with Rajendra S. Sisodia) The Image of Marketing (with Rajendra S. Sisodia and Adina Barbulescu) Does Marketing Need Reform? (with Rajendra S. Sisodia) Marketing Strategies : Peter Drucker on Marketing: An Exploration of Five Tenets (with Can Uslay and Robert E. Morgan) Why Good Companies Fail (with Rajendra S. Sisodia) Competitive Markets and the Rule of Three (with Rajendra S. Sisodia) Iridium's 66 Pies in the Sky (with Rajendra S. Sisodia) Macromarketing : Instilling Social Responsibility through Marketing Research Field Projects (with C.B. Bhattacharya) User-Oriented Marketing for Non-Profit Organizations Toward a Theory of Macromarketing Perspectives of Other Scholars : Jagdish N. Sheth: A Believer in Giving Back - David Aaker Jagdish N. Sheth: A Market Economist - Philip Kotler Jagdish N. Sheth: Amazing versatility in All Facets of Marketing - V. Kumar Jagdish N. Sheth: A Superb Synthesiser and A Crusader - Robert A. Peterson Jagdish N. Sheth: "Get Jag!" to Help Lead Marketing Reform - Glen L. Urban Rajendra S. Sisodia Interviews Jagdish N. Sheth Marketing as an Institution Will Survive by Adapting to External Changes Volume 7 : Organizational Buyer Behavior Volume Introduction - Arun Sharma Industrial Markets and Buying Behavior : A Model of Industrial Buyer Behavior Behavioral Approaches to Industrial Marketing: Extant and Emerging Research (with Arun Sharma) Emerging Research Opportunities for Doctoral Students in B-to-B Marketing New Determinants of Competitive Structures in Industrial Markets Organizational Buying Behavior : Recent Developments in Organizational Buying Behavior Organizational Buying Behavior: Past Performance and Future Expectations Buyer-Seller Relationships : Toward a Theory of Alliance Governance (with Atul Parvatiyar) Supplier Relationships: Emerging Issues and Challenges (with Arun Sharma) Buyer-Seller Interaction: A Conceptual Framework The Impact of Transitioning from Products to Services in Business and Industrial Markets on the Evolution of the Sales Organization (with Arun Sharma) Till Death Do Us Part...But Not Always: Six Antecedents to a Customer's Relational Preference in Buyer-Seller Exchanges (with Reshma Shah) Customer Relationship Management: Emerging Practice, Process and Discipline (with Atul Parvatiyar) Relationship Marketing: An Agenda for Inquiry (with Arun Sharma) Perspectives of Other Scholars : Jagdish N. Sheth: How Professor Sheth Saved My Skin - Evert Gummesson Jagdish N. Sheth: Leading Educator and Researcher in Business to Business Marketing - Wesley J. Johnston Jagdish N. Sheth: A Foundation of Marketing Thought - Peter LaPlaca Jagdish N. Sheth: Contributions to B-to-B Theory, Research, and Practice - Arch G. Woodside Arun Sharma Interviews Jagdish N. Sheth My Interests in B-to-B Marketing: Cutomer Outsourcing, Global Sourcing, E-commerce, and Rise of Global Multinationals Volume 8 : Relationship Marketing Volume Introduction - Atul Parvatiyar Conceptual and Theoretical Foundations : The Domain and Conceptual Foundations of Relationship Marketing (with Atul Parvatiyar) Relationship Marketing in Consumer Markets: Antecedents and Consequences (with Atul Parvatiyar) Towards a Theory of Business Alliance Formation (with Atul Parvatiyar) Evolution of Relationship Marketing Paradigm : The Evolution of Relationship Marketing (with Atul Parvatiyar) Paradigm Shift in Interfirm Marketing Relationships: Emerging Research Issues (with Atul Parvatiyar) Evolving Relationship Marketing into a Discipline (with Atul Parvatiyar) Developing a Curriculum to Enhance Teaching and Research of Relationship Marketing (with Joseph P. Cannon) Relationship Marketing Practice : Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing in Hospitals (with G. M. Naidu, Atul Parvatiyar, and Lori Westgate) Supplier Relationships: Emerging Issues and Challenges (with Arun Sharma) Customer Relationship Management: Emerging Practice, Process and Discipline (with Atul Parvatiyar) Perspectives of Other Scholars : Jagdish N. Sheth: An Integrative and Illustrative Framework of Contributions to Relationship Marketing - Adel El-Ansary and Gregory T. Gundlach Jagdish N. Sheth: Contributing to the Emergence of a New Discipline in Marketing - Pervez N. Ghauri Jagdish N. Sheth: Critical Questions for Relationship Marketing - Robert N. Morgan Jagdish N. Sheth: Seminal Contribution to Relationship Marketing - Adrian Payne Atul Parvatiyar Interviews Jagdish N. Sheth Relationship Marketing Could Become the Fundamental Premise To Build a General Theory of Marketing Volume 9 : Research Methods Volume Introduction: Introduction to Research Methods - Balaji C Krishnan Thoughts on Research Methods An Empirical Study of the Scientific Styles of Marketing Academics (with Siew Meng Leong and Chin Tiong Tan) Seven Commandments for Users of Multivariate Methods How to Get the Most Out of Multivariate Methods The Multivariate Revolution in Marketing Research Survey Research Impact of Questionnaire Length, Follow-up Methods and Geographical Location on Response Rate to a Mail Survey (with A. M. Roscoe) Impact on Asking Race Information in Mail Surveys Follow-up Methods, Questionnaire Length and Market Differences in Mail Surveys (with A. M. Roscoe and D. Lang) Factor Analysis Factor Analysis in Marketing Using Factor Analysis to Estimate Parameters Other Multivariate Methods Canonical Correlation and Marketing Research (with Johnny Johansson) Cluster Analysis and Its Applications in Marketing Research Intertechnique Cross-Validation in Cluster Analysis (with A. M. Roscoe and W. Howell) Application of Multivariate Techniques Measurement of Multidimensional Brand Loyalty of a Consumer A Factor Analytical Model of Brand Loyalty Perspectives of Other Scholars An Early view of Jag the Methodologist by Don Lehmann - Don Lehmann A Commentary on Jagdish Sheth's Methodological Contributions - Dawn Iacobucci Commentary from an Admirer from "Far Above the Cayuga's Waters" - Vithala R. Rao Balaji C Krishnan Interviews Jagdish N. Sheth Jag Sheth's views on Research Methods - Then and Now