Titlebook: Research traditions in marketing; Gilles Laurent,Gary L. Lilien,Bernard Pras Book 1994 Springer Science+Business Media New York 1994 Brand

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書目名稱Research traditions in marketing被引頻次學科排名




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書目名稱Research traditions in marketing年度引用學科排名




書目名稱Research traditions in marketing讀者反饋




書目名稱Research traditions in marketing讀者反饋學科排名

Occipital-Lobe

Theory or Well-Based Results: Which Comes First?, the main characteristics of the two traditions as I see them, illustrate differences between TiI and EtT in terms of research into buying behavior, and note how EtT, unlike TiI, seems to have led to routinely predictable results, to grounded theory, and to a range of practical applications.

阻撓

Productivity Versus Relative Efficiency in Marketing: Past and Future?,without being precisely defined. A narrow view would equate productivity with efficiency, an output-to-input relation. Sevin [1965, p 9], for example, makes an analogy with the physical sciences and defines . or efficiency as the ratio of sales or net profits (effect produced) to marketing costs (energy expended).

根除

Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches,annel members, and final consumers. Interorganizational business exchange takes place between organizations and their representatives. Its forms range from single transactions to complex longterm relationships.

和音

Marketing Models: Past, Present and Future,onse (which we update every time we run an “experiment”–that is, have a conversation). We link cells together in spreadsheets at the office; we draw maps to provide directions for others. Every good salesperson has a model of how a customer is likely to respond to different types of selling proposit

pester

,Marketing Science’s Pilgrimage to the Ivory Tower,he research tradition that primarily relies on quantitative methods and models related to observable marketing variables, such as sales, market shares, prices, and advertising budgets. Among the current journals, . most accurately reflects this research tradition. Most articles in the . or the . als

irreparable

Theory or Well-Based Results: Which Comes First?,irical-then-theoretical or EtT approaches. First I will define the two approaches, give examples especially of the less well-documented EtT, describe a more advanced research tradition (ETET...), and comment on my rather black-and-white evaluation of TiI (no good) and EtT (good). I will then set out

Manifest

Diagnosing Competition: Developments and Findings,marketing concept has a long history, its central tenets crystallized in the mid-1950s. The marketing concept is a philosophy that starts with the firm’s existing and potential customers [Kotler 1967; p. 6]. The firm seeks profits by creating customer satisfaction, and it seeks to achieve customer s

發(fā)怨言

analogous

Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect Versus Consumer Heterogeneity,’s [1975] study on the pricing implications of the Bass diffusion model [1969]. Recent reviews have summarized the main articles in the area (for example, de Palma, Droesbeke, and Lefèvre [1991], Lilien, Kotler, and Moorthy [1992, pp. 461-80], and Mahajan, Muller, and Bass [1990]). However, as Mahaj