Great Thinkers in Marketing – serie
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6 produkter
6 produkter
Research Contributions of Donald R. Lehmann to Marketing, Volume 1
Measurements, Models, and Metrics
Inbunden, Engelska, 2026
1 963 kr
Skickas inom 10-15 vardagar
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Joel Huber, features the prominent articles of Don Lehmann on models, metrics, and measurements in marketing research. It is the first volume in this set because it underscores the centrality of methods and models for studying consumer behavior and marketing phenomena to generate theoretical and practical insights for valuable lessons to academics and practitioners.
Research Contributions of Donald R. Lehmann to Marketing, Volume 2
Analysis Methods
Inbunden, Engelska, 2026
2 145 kr
Skickas
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Oded Netzer, synthesizes Lehmann's work on marketing analysis methods. Along with a collection of his related articles, it features an interview with Lehmann himself and three insightful commentaries from frequent co-authors. Showcasing Lehmann's work on mapping brand preference and perceptions relating to consumer choice, as well as stochastic estimation models, this volume will help marketing researchers of all levels of experience understand how marketing analysis methods have developed over the last 50+ years.
Research Contributions of Donald R. Lehmann to Marketing, Volume 3
Empirical Generalizations and Meta-Analysis
Inbunden, Engelska, 2026
2 145 kr
Kommande
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Lohn Lynch, synthesizes Lehmann's work on meta-analysis and empirical generalization. Along with a collection of his related articles, it features an interview with Lehmann himself and three insightful commentaries from frequent co-authors. Showing how Lehmann's research has theoretical and practical relevance, this work outlines his impact on the marketing field to assess better the generalizability and robustness of their published empirical findings.
Research Contributions of Donald R. Lehmann to Marketing, Volume 4
Customer Behavior
Inbunden, Engelska, 2026
2 793 kr
Kommande
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Jeffrey Parker, highlights the conceptual and methodological diversity found across Lehmann's research on consumer behavior. Along with a collection of his articles related to the topic, it features an interview with Lehmann himself and three insightful commentaries from his frequent co-authors. This work demonstrates Lehmann's dedication to utilizing research to tackle significant real-world marketing challenges, offering valuable insights for academics and practitioners.
Research Contributions of Donald R. Lehmann to Marketing, Volume 5
Advertising and Branding
Inbunden, Engelska, 2026
2 793 kr
Kommande
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Kevin Lane Keller, addresses Lehmann’s impact on advertising and branding research. Examining his work on advertising effectiveness and efficiency, it also focuses on his contributions to building and assessing brand strength. Additionally, Lehmann's exploration of communication and branding strategies for new products is discussed. Featuring an interview with Lehmann himself as well as three insightful commentaries from frequent co-authors of his, this work showcases Lehmann’s enduring influence on advertising and branding scholarship.
Research Contributions of Donald R. Lehmann to Marketing, Volume 6
Innovation Diffusion, Strategy, and Marketing Performance
Inbunden, Engelska, 2026
2 793 kr
Kommande
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Jacob Goldenberg and Sunil Gupta, synthesizes Lehmann’s work on innovation diffusion, strategy, and marketing performance. Along with his articles on these topics, it features an interview with Lehmann and three insightful commentaries from well-known scholars in this field. Of great theoretical and practical relevance, the chapters in this volume enhance the understanding of how marketing strategies lead to innovation diffusion and successful performance outcomes.