Research traditions in marketing

Front Cover
Gilles 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.
 

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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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