TY  - CHAP
AB  - It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this chapter, I discuss my preparation for an academic career and the trajectory my research has followed. I reflect on my research contributions to marketing by selectively summarizing the key contributions in each of the nine volumes and draw out some lessons and principles I have learned in the process.
VL  - 8
SN  - 978-0-85724-897-8, 978-0-85724-898-5/1548-6435
DO  - 10.1108/S1548-6435(2011)0000008009
UR  - https://doi.org/10.1108/S1548-6435(2011)0000008009
AU  - Malhotra Naresh K.
ED  - Naresh K. Malhotra
PY  - 2011
Y1  - 2011/01/01
TI  - Personal Reflections on My Research Contributions to Marketing
T2  - Review of Marketing Research: Special Issue – Marketing Legends
T3  - Review of Marketing Research
PB  - Emerald Group Publishing Limited
SP  - 159
EP  - 207
Y2  - 2024/05/07
ER  -