TY  - CHAP
AB  - The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of marketing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.
VL  - 8
SN  - 978-0-85724-897-8, 978-0-85724-898-5/1548-6435
DO  - 10.1108/S1548-6435(2011)0000008012
UR  - https://doi.org/10.1108/S1548-6435(2011)0000008012
ED  - Naresh K. Malhotra
PY  - 2011
Y1  - 2011/01/01
TI  - Yoram “Jerry” Wind's Contributions to Marketing
T2  - Review of Marketing Research: Special Issue – Marketing Legends
T3  - Review of Marketing Research
PB  - Emerald Group Publishing Limited
SP  - 269
EP  - 315
Y2  - 2024/04/19
ER  -