Review of Marketing Research: Volume 6
Publication Date:
Book Series:
RMREditor:
- Naresh K. Malhotra
Chapters:
- Review of Marketing Research
- Ad Hoc Reviewers
- Review of Marketing Research
- A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology
- Measuring Customer Lifetime Value
- Learning Models
- Customer Co-Creation
- Challenges in Measuring Return on Marketing Investment
- Service-Dominant Logic
- Marketing in a World with Costs of Price Adjustment
- About the Editor and Contributors