Review of Marketing Research, Sixth Edition

Half-title\n......Page 2
Title\n......Page 4
Copyright\n......Page 5
Editoral Board\n......Page 6
Reviewers\n......Page 7
Contents......Page 8
Publication Mission\n......Page 10
Articles in the First Volume\n......Page 11
Articles in the Third Volume\n......Page 12
Articles in the Fourth Volume\n......Page 13
Articles in the Fifth Volume\n......Page 14
Articles in This Volume\n......Page 16
References\n......Page 18
Contents, Volume 1\n......Page 20
Contents, Volume 2\n......Page 21
Contents, Volume 3\n......Page 22
Contents, Volume 4\n......Page 23
Contents, Volume 5\n......Page 24
Prior Typologies of Purchase Behavior\n......Page 28
A New Typology of Purchase Decisions\n......Page 42
Discussion and Conclusion\n......Page 57
References\n......Page 58
Introduction\n......Page 62
Context of Customer Lifetime Value Measurement\n......Page 64
Models for Measuring Customer Lifetime Value\n......Page 70
Key Issues in Modeling CLV\n......Page 77
Notes\n......Page 83
References\n......Page 84
Introduction\n......Page 88
The Basic Structure of Learning Models\n......Page 89
Learning Models in Marketing and Economics\n......Page 93
Extensions of the Basic Learning Model\n......Page 97
Avenues for Future Research\n......Page 100
Conclusion\n......Page 104
References\n......Page 105
Abstract\n......Page 109
The Rise of Customer Co-Creation\n......Page 111
A Typology of Customer Co-Creation\n......Page 113
Future Research Agenda\n......Page 123
Conclusion\n......Page 126
References\n......Page 127
Introduction\n......Page 132
Ten Challenges to Measure and Act upon Return on Marketing Investment\n......Page 133
Conclusion\n......Page 146
References\n......Page 147
Introduction\n......Page 150
S-D Logic: An Alternative Worldview\n......Page 152
Market and Marketing Perspectives of S-D Logic\n......Page 162
Theoretical Clarifications of S-D Logic\n......Page 163
Service-Dominant Logic Knowledge Extensions and Integration\n......Page 167
S-D Logic and the Evolution of Marketing Knowledge: An Assessment\n......Page 180
Concluding Comments\n......Page 186
References\n......Page 187
Introduction\n......Page 193
Literature Review\n......Page 195
Discussion\n......Page 202
References\n......Page 208
About the Editor and Contributors\n......Page 214