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Empirical Generalizations
Book
Essential Readings in Marketing
Edited by Leigh McAlister, Ruth N. Bolton, and Ross Rizley, 2006 [06-601]View/Order Item >>
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Essential Readings in Marketing aims to provide a common knowledge base for the marketing discipline. The book was developed for use in doctoral seminars, to avoid fragmentation of the field, help doctoral students select dissertion topics and as a reference tool for academics. Each chapter contains abstracts of award-winning articles along with a brief essay providing context and insight.
“Essential Readings in Marketing is an excellent and much-needed source of award-winning research in marketing for doctoral students, scholars, and business libraries. McAlister, Bolton, and Rizley have provided a valuable service to the academic marketing profession by organizing the research abstracts into different topical areas and providing an overview of each topic.”
—V. “Seenu” Srinivasan, Adams Distinguished Professor of Management, Stanford University Graduate School of Business
Contents
- Introduction
- Toward a Common Knowledge Base
- Chapter One: New Products, Growth, and Innovation
- Chapter Two: Branding and Brand Equity
- Chapter Three: Metrics Linking Marketing to Financial Performance
- Chapter Four: Managing Relationships with Customers and Organizations
- Chapter Five: The Role of Marketing
- Chapter Six: Research Tools
- Chapter Seven: Marketing Mix Chapter Eight: Customer Insight
- Chapter Nine: Strategy
Leigh McAlister holds the H.E. Hartfelder/The Southland Corporation Regents Chair for Effective Business Leadership at the University of Texas at Austin. She was 2003-2005 Executive Director of the Marketing Science Institute. Ruth N. Bolton holds the W.P. Carey Chair in Marketing at the W.P. Carey School of Business, Arizona State University. She is an Academic Trustee of the Marketing Science Institute. Ross Rizley is Research Director at the Marketing Science Institute.
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