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Research Traditions in Marketing

Author

Listed:
  • Bernard Pras

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Gilles Laurent

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Gary L. Lilien

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This book reviews the past twenty years of research in marketing by considering the different research streams together to understand, evaluate and criticize those various streams and to explore potential overlaps and divergence likely to emerge in the future. In addition, careful attention has been paid to represent a balance of European and North American scholarship in both quantitative and qualitative research traditions. The book is organized into quantitative and qualitative parts. The quantitative articles include such topics as marketing models, econometrics, productivity in marketing, diffusion of innovation and industrial marketing; the qualitative articles include consumer behavior, industrial marketing and industrial marketing networks, and perspectives on marketing from other sciences.

Suggested Citation

  • Bernard Pras & Gilles Laurent & Gary L. Lilien, 1994. "Research Traditions in Marketing," Post-Print halshs-00150675, HAL.
    • Handle: RePEc:hal:journl:halshs-00150675
    as

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    Keywords

    Marketing;

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