Research traditions in marketingGilles Laurent, Gary L. Lilien, Bernard Pras Springer Science & Business Media, 1994 M01 31 - 442 pages Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly. |
Contents
Marketing Models Past Present and Future | 1 |
Commentary by Donald G Morrison | 21 |
Commentary by A S C Ehrenberg | 24 |
Authors Reply by Gary L Lilien | 26 |
Marketing Sciences Pilgrimage to the Ivory Tower | 27 |
Commentary by John D C Little Leonard M Lodish John R Hauser and Glen L Urban | 44 |
Commentary by Leonard J Parsons Els Gijsbrechts Peter S H Leeflang and Dick R Wittink | 52 |
Theory or WellBased Results Which Comes First? | 79 |
Research Traditions in Marketing | 262 |
Scholarly Traditions and European Roots of American Consumer Research | 265 |
Commentary by Christian Derbaix | 280 |
Commentary by Sidney J Levy | 283 |
Crossnational Consumer Research Traditions | 289 |
Commentary by David Midgley | 307 |
Commentary by Joseph C Miller | 314 |
The MarketsasNetworks Tradition in Sweden | 321 |
Commentary by Albert C Bemmaor | 109 |
Commentary by John R Rossiter | 116 |
Commentary by David C Schmittlein Marketing Science and Marketing Engineering | 123 |
Authors Reply by A S C Enrenberg | 128 |
Diagnosing Competition Developments and Findings | 133 |
Commentary by Piet Vanden Abeele | 157 |
On a Clear Day You Can See the Market | 163 |
Productivity Versus Relative Efficiency In Marketing Past and Future? | 169 |
Applied econometrics and productivity analysis in marketing | 197 |
Modeling the Diffusion of New Durable Goods WordofMouth Effect Versus Consumer Heterogeneity | 201 |
Heterogeneity in Purchase Intention Diffusion and Exogenous Influence | 224 |
New Product Diffusion Models Some Reflections on Their Practical Utility and Applications | 227 |
Research on Modeling Industrial Markets | 231 |
Commentary by David T Wilson | 343 |
Interorganizational Marketing Exchange Metatheoretical Analysis of Current Research Approaches | 347 |
Commentary by Geoff Easton | 373 |
A Perspective on Interorganizational Exchange in Channels of Distribution | 378 |
The Emerging Tradition of Historical Research in Marketing History of Marketing and Marketing of History | 383 |
Commentary by Terence Nevett | 398 |
Authors Reply Understanding the Marketing of History in Marketing Discipline | 402 |
Metaphor at Work | 405 |
Is It Metaphor at Work or Is It Metaphors Theories and Models at Work? | 426 |
Can Literal Truth Safeguard Models and Theories from Metaphor? | 433 |
Contributing Authors | 435 |
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Research traditions in marketing Gilles Laurent,Gary L. Lilien,Bernard Pras No preview available - 2012 |
Common terms and phrases
academic advertising applications Bass brand buyers buying channel cognitive competitive reactions competitors concept conjoint analysis consumer behavior context cross-national consumer research customers decision diffusion models diffusion of innovations Dirichlet distribution double jeopardy econometric economic effects efficiency Ehrenberg empirical estimates example exchange factors firm framework gamma distribution Gompertz Goodhardt Håkansson history of marketing impact industrial marketing innovation inputs interaction International interorganizational issues Journal of Marketing Kotler Leeflang Lilien Lodish Management Science managerial market response market share marketing history Marketing Management marketing mix marketing models Marketing Research marketing science marketing scientists Mattsson measures ment meta-analysis metaphors methods mixture models network approach nomics output paper paradigm parameter perspective predictions problems purchase relationships Research in Marketing research traditions response functions retail sales force social specific strategy structure studies sumer Swedish Syntex theoretical theory tion tive University validity variables Wittink