Review of Marketing Research

"The Review of Marketing Research" series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, international developments, guidelines for implementation, and suggestions for future theory development and testing. "The RMR" series is edited by Naresh K. Malhotra along with a distinguished editorial review board. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies.

Review of Marketing Research: Analyzing Accumulated Knowledge and Influencing Future Research, Contents, Volume 1, Contents, Volume 2, Contents, Volume 3, Contents, Volume 4, Contents, Volume 5, 1. A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology, 2. Measuring Customer Lifetime Value: Models and Analysis, 3. Learning Models, 4. Customer Co-Creation: A Typology and Research Agenda, 5. Challenges in Measuring Return on Marketing Investment: Combining Research and Practice Perspectives, 6. Service-Dominant Logic: A Review and Assessment, 7. Marketing in a World with Costs of Price Adjustment, About the Editor and Contributors