Legends in Marketing

Upgrade your Collection with Volume 9: Researched Methods. Add this new book to your collection with its unique perspective on marketing research. This offer is only valid for those who have purchased the eight-volume set.

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This first set in the series, consisting of nine volumes, is a tribute to Jagdish N. Sheth.

Known as a pioneer of new areas of inquiry in marketing, his work spans five decades and traverses a number of sub-disciplines of marketing.

This set includes:

Volume One: Consumer Behavior: Conceptual Foundations

Edited by Richard J. Lutz

Volume Two: Consumer Behavior: Empirical Research

Edited by: C. Whan Park

Volume Three: Visioning the Future

Edited by Balaji C. Krishnan

Volume Four: International Marketing

Edited by Abdolreza Eshghi

Volume Five: Managerial Marketing: The Early Years

Edited by Can Uslay

Volume Six: Managerial Marketing: Current Thought

Edited by Rajendra S. Sisodia

Volume Seven: Organizational Buyer Behaviour

Edited by Arun Sharma

Volume Eight: Relationship Marketing

Edited by Atul Partvatiyar

Volume Nine: Research Methods

Edited by Balaji C. Krishnan