Review Of Marketing Research, Volume 1

This book covers the important areas of marketing research with a comprehensive, state-of-the-art orientation. It presents a wide range of theoretical perspectives, paradigms and topics related to the study and explanation of marketing related phenomena.
The text includes current marketing research findings and contains articles that are not only theoretically rigorous but are more expository with a focus on implementing new marketing research concepts and procedures.
The review articles included in the book are from experts around the world, covering areas such as emotions, beauty (as experienced by consumers), information search, business and marketing strategy, organizational performance, reference scales, and correspondence analysis.
The book is a rich and useful compendium for serious students of marketing and researchers in the field.