Introduction: Analyzing Accumulated Knowledge and Influencing future Research

Abstract

Review of Marketing Research, now in its seventh volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first six volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics. The response to the first six volumes has been truly gratifying, and we look forward to the impact of the seventh volume with great anticipation.

Citation

Malhotra, N.K. (2010), "Introduction: Analyzing Accumulated Knowledge and Influencing future Research", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. xiii-xxviii. https://doi.org/10.1108/S1548-6435(2010)0000007004