by Russell Winer, addresses a topic of longstanding interest to
marketing strategists and scholars. His overview includes customer
value and the price-setting decision, consumer response to price,
pricing tactics, empirical research on price, and pricing on the
by Valarie Zeithaml and A. Parasuraman, offers a rigorous and
accessible overview of service quality, discusses returns on service
quality, and outlines emerging challenges of delivering service
quality on the Internet.
by Kevin Lane Keller, addresses an area of top management concern.
His overview of the topic includes the conceptualization and
measurement of brand equity, brand building, brand extensions, and
brand strategies and alliances.
by Scott Neslin, explores how promotion affects sales and profits,
types of sales promotions, and the interaction of advertising and
promotion. Drawing on extensive academic research, Neslin offers a
practical overview of why and how promotions work.
Shankar, provides a
framework for understanding a new paradigm of customer purchase
behavior. Defines shopper marketing, and offers research insights
about shopper behavior, industry practices, and implications for
manufacturers and retailers. Concludes with a discussion of
important trends and research questions.
Innovation Diffusion and New Product Growth
Eitan Muller, Renana Peres, and Vijay Mahajan, develops a
framework for understanding how diffusion occurs in today's markets.
The book reviews classic and more recent diffusion models, and
investigates the mechanisms that underlie new product growth with
particular attention to current market trends such as information
proliferation, globalization, competition, social networks, and
growth in service markets.
Empirical Generalizations about
Marketing Impact: What We Have Learned from Academic Research,
Dominique M. Hanssens, collects general findings in 16 topic
areas to summarize current knowledge about the impact of marketing
spending at product and firm levels. The book includes empirical
generalizations, evidence base, managerial implications, and
Social Networks and Marketing, by Christophe Van den Bulte
and Stefan Wuyts, explores the business trends that are prompting
managers to look into social network analysis, offers a conceptual
"toolkit" of social network concepts, investigates "social
capital"--the concept that particular positions in networks can
confer particular benefits, and reviews research on consumer,
intra-organizational, and inter-organizational networks.
Marketing Metrics and Financial Performance by Donald R. Lehmann and
David J. Reibstein, describes the current drive to
demonstrate the productivity of marketing investments, examines
existing measures, develops a metrics value chain, and discusses
the evidence for various links in that chain.
Findings from Behavioral Research, edited by Joseph Alba, offers the latest findings
on 42 research topics; each topic written by a leading expert in the
field. The book
addresses a broad range of consumer phenomena, from variety seeking
and brand recall to price biases and the effects of package size on