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Research traditions in marketing

  • Book
  • © 1994

Overview

Editors:
  1. Gilles Laurent

    1. Groupe HEC, France

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  2. Gary L. Lilien

    1. Pennsylvania State University, USA

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    You can also search for this editor in PubMed   Google Scholar

  3. Bernard Pras

    1. University of Paris Dauphine and ESSEC, France

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Part of the book series: International Series in Quantitative Marketing (ISQM, volume 5)

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Table of contents (13 chapters)

  1. Front Matter

    Pages i-xxii
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  2. Marketing Models: Past, Present and Future

    • Gary L. Lilien
    Pages 1-26

  3. Marketing Science’s Pilgrimage to the Ivory Tower

    • Hermann Simon
    Pages 27-78

  4. Theory or Well-Based Results: Which Comes First?

    • A. S. C. Ehrenberg
    Pages 79-131

  5. Diagnosing Competition: Developments and Findings

    • Peter S. H. Leeflang, Dick R. Wittink
    Pages 133-168

  6. Productivity Versus Relative Efficiency in Marketing: Past and Future?

    • Leonard J. Parsons
    Pages 169-200

  7. Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect Versus Consumer Heterogeneity

    • Albert C. Bemmaor
    Pages 201-229

  8. Research on Modeling Industrial Markets

    • Maryse J. Brand, Peter S. H. Leeflang
    Pages 231-264

  9. Scholarly Traditions and European Roots of American Consumer Research

    • Harold H. Kassarjian
    Pages 265-287

  10. Cross-National Consumer Research Traditions

    • Susan P. Douglas, Maureen A. Morrin, C. Samuel Craig
    Pages 289-319

  11. The Markets-As-Networks Tradition in Sweden

    • Jan Johanson, Lars-Gunnar Mattsson
    Pages 321-346

  12. Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches

    • K. E. Kristian Möller
    Pages 347-382

  13. The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History

    • Franck Cochoy
    Pages 383-403

  14. Metaphor at Work

    • Christophe Van den Bulte
    Pages 405-434

  15. Back Matter

    Pages 435-442
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Keywords

About this book

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.

Editors and Affiliations

  • Groupe HEC, France

    Gilles Laurent

  • Pennsylvania State University, USA

    Gary L. Lilien

  • University of Paris Dauphine and ESSEC, France

    Bernard Pras

Bibliographic Information

  • Book Title: Research traditions in marketing

  • Editors: Gilles Laurent, Gary L. Lilien, Bernard Pras

  • Series Title: International Series in Quantitative Marketing

  • DOI: https://doi.org/10.1007/978-94-011-1402-8

  • Publisher: Springer Dordrecht

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer Science+Business Media New York 1994

  • Hardcover ISBN: 978-0-7923-9388-7Published: 31 January 1994

  • Softcover ISBN: 978-94-010-4615-2Published: 24 December 2012

  • eBook ISBN: 978-94-011-1402-8Published: 06 December 2012

  • Series ISSN: 0923-6716

  • Series E-ISSN: 2199-1057

  • Edition Number: 1

  • Number of Pages: XXII, 442

  • Topics: Marketing, Operations Research/Decision Theory

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