Personal Reflections on My Research Contributions to Marketing

Abstract

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.

Citation

Malhotra, N.K. (2011), "Personal Reflections on My Research 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. 159-207. https://doi.org/10.1108/S1548-6435(2011)0000008009