Introduction – Review of Marketing Research: A Review of Legendary Contributions to Marketing

Abstract

Review of Marketing Research, now in its eighth 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. All the eight 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 seven volumes has been truly gratifying, and we look forward to the impact of the eighth volume with great anticipation. This eighth volume is unique in that it is exclusively devoted to marketing legends and features the work of all the legends named to date.

Citation

(2011), "Introduction – Review of Marketing Research: A Review of Legendary Contributions to Marketing", Malhotra, N.K. (Ed.) Review of Marketing Research: Special Issue – Marketing Legends (Review of Marketing Research, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. xi-xix. https://doi.org/10.1108/S1548-6435(2011)0000008004