Table Of Contents:
Appendix of Sources xxv
Timeline xxx
Legends in Marketing xxxi
Legends in Marketing xxxv

Naresh K. Malhotra
Volume 1 Research Methodology: Conjoint Analysis, Multidimensional Scaling, and Related Techniques

Introduction: The Contributions of a Legendary Marketing Researcher-Observations of a "Shishya," Colleague, and Coauthor xxxvii

James Agarwal

Conjoint Analysis

1 A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Preference Models 3(18)

Arun K. Jain

Franklin Acito

Vijay Mahajan

2 Structural Reliability and Stability of Nonmetric Conjoint Analysis 21(16)

3 Improving Predictive Power of Conjoint Analysis by Constrained Parameter Estimation 37(9)

V. Srinivasan

Arun K. Jain

4 An Approach to the Measurement of Consumer Preferences Using Limited Information 46(14)

5 Analyzing Marketing Research Data with Incomplete Information on the Dependent Variable 60(22)

6 Field Validation Study of Conjoint Analysis Using Selected Mail Survey Response Rate Facilitators 82(19)

Daulatram B. Lund

Allen E. Smith

7 Standardization versus Customization in International Marketing: An Investigation Using Bridging Conjoint Analysis 101(28)

Imad B. Baalbaki

Multidimensional Scaling and Correspondence Analysis 129(94)

8 Validity and Structural Reliability of Multidimensional Scaling

9 The Robustness of MDS Configurations in the Case of Incomplete Data 145(14)

Arun K. Jain

Christian Pinson

10 On "The Effects of Fatigue on Judgments of Interproduct 159(10)

M.D. Johnsona

D.R. Lehmann

D.R. Horne

11 Overcoming the Attribute Prespecification Bias in International Marketing Research by Using Non-attribute-based Correspondence Analysis 169(15)

Betsy Charles Bartels

12 Correspondence Analysis: Methodological Perspectives, Issues and Applications 184(39)

Betsy Rush Charles

Can Uslay

Perspectives of Other Scholars

13 Naresh K. Malhotra: A Legendary Researcher, Cohort, and Colleague 223(16)

Wayne S. DeSalim

14 Naresh K. Malhotra: His IMR Contributions 239

Joel Huber

15 Naresh K. Malhotra: My Best Student, Bright Shining Star, and a True Marketing Legend 234(5)

Arun K. Jain

16 Naresh K. Malhotra: A Commentary 239(6)

Vithala R. Rao

James Agarwal Interviews Naresh K. Malhotra 245(25)

17 Legendary Contributions to Conjoint Analysis, Multidimensional Scaling, and Life Itself

About the Editors and contributors 270
Volume 2 Research Methodology: Research Design and Data Analysis

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction xxi

Naresh K. Malhotra

A True Marketing Legend, My Professor, and Coauthor xxi

Lan Wu

Measurement and Validation

1 A Scale to Measure Self-concepts, Person Concepts, and Product Concepts 3(16)

2 On the Construct Validity of Intrinsic Sources of Personal Relevance 19(6)

3 Assessing the Reliability and Validity of International Secondary Data Used to Design Competitive Strategies for Global Marketing 25(44)

Mark Peterson

Susan Bardi Kleiser

Discrete Choice Models

4 A Comparison of the Predictive Validity of Procedures for Analyzing Binary Data 69(22)

5 The Use of Linear Logit Models in Marketing Research 91(21)

6 Testing the Homogeneity of Segments for Estimating Disaggregate Choice Models 112(3)

7 Estimating Models with Binary Dependent Variables: Some Theoretical and Empirical Observations 115(22)

Guy Gessner

Wagner A. Kamakura

Mark E. Zmijewski

Structural Equation Modeling and Related Techniques

8 Multilevel Generalized Structured Component Analysis 137(17)

Heungsun Hwang

Yoshio Takane

9 A Comparative Study on Parameter Recovery of Three Approaches to Structural Equation Modeling 154(27)

Heungsun Hwang

Youngchan Kim

Marc A. Tomiuk

Sungjin Hong

Review and Prognosis

10 The State-of-the-art in Marketing Research 181(5)

11 Sonic Observations on the State of the Art in Marketing Research 186(38)

12 Shifting Perspective on the Shifting Paradigm in Marketing Research: A New Paradigm in Marketing Research 224(16)

13 Methodological Issues in Cross-cultural Marketing Research: A State-of-the-art Review 240(6)

James Agarwal

Mark Peterson

14 Marketing Research: A State-of-the-art Review and Directions for the Twenty-first Century 246(71)

Mark Peterson

Susan Bardi Kleiser

15 Marketing Research in the New Millennium: Emerging Issues and Trends 317(31)

Mark Peterson

16 Helping Marketing Research Earn a Seat at the Table for Decision-making: An Assessment and Prescription for the Future 348(17)

Mark Peterson

Can Uslay

Perspectives of Other Scholars

17 Naresh K. Malhotra: Advancing the Developments in Research Methodology 365(2)

Michael J. Houston

18 Naresh K. Malhotra: An Important Influence in My Early Career 367(3)

Irizgner A. Kamakura

19 Naresh K. Malhotra: Reflections on Seminal Contributions to the Research Design and Methodology Literature 370(2)

Robert A. Peterson

20 Naresh K. Malhotra: From a Doctoral Student to a Marketing Legend 372(9)

Brian T. Ratchford

Lan Wu Interviews Naresh K. Malhotra

21 Research Insights from a Legendary Methodologist 381(25)

About the Editors and Contributors 406
Volume 3 Consumer Behavior: Information Processing and Decision Making

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction xxi

Naresh K. Malhotra

A Marketing Legend, A Great Mentor, and One Who Has Significantly Impacted My Lift xxi

Ashutosh R. Patil

Information Overload

1 The Information Overload Controversy: An Alternative Viewpoint 3(20)

Arun K. Jain

Stephen W. Lagakos

2 Information Load and Consumer Decision Making 23(25)

3 Reflections on the Information Overload Paradigm in Consumer Decision Making 48(10)

4 Information and Sensory Overload in Psychology and Marketing 58(15)

Cognitive Styles

5 Les Styles Cognitifs: Une Nouvelle Approche de la Segmentation des March茅s [Cognitive Styles: A New Approach to Market Segmentation] 73(21)

Christian Pinson

Arun K. Jain

6 Extremity of Judgment and Personality Variables: Two Empirical Investigations 94(8)

Arun K. Jain

Christian Pinson

7 Cognitive Differentiation in Consumer Product Judgments 102(14)

Christian Pinson

Arun K. Jain

8 Los Estilos Cognitivos y el Comportamiento de los Consumidores: Ilustraciones y Conclusiones Provisionales [Consumer Cognitive Styles and Consumer Behavior: Illustrations and Preliminary Conclusions] 116(21)

Christian Pinson

Arun K. Jain

9 Les Styles Cognitifs des Consommateurs [Consumer Cognitive Styles] 137(22)

Christian Pinson

Arun K. Jain

10 Consumer Cognitive Complexity and the Dimensionality of Multidimensional Scaling Configurations 159(44)

Arun K. Jain

Ashutosh Patil

Christian Pinson

Lim Wu

Information Search, Processing, and Decision Making

11 Multi-stage Information Processing Behavior: An Experimental Investigation 203(13)

12 On 'Individual Differences in Search Behavior for a Nondurable' 216(14)

13 An Information Processing Model of Cross-cultural Consumer Behavior: Conceptualization, Framework and Propositions 230(41)

J. Daniel McCort

Perspectives of Other Scholars

14 Naresh K. Malhotra: A Remarkable Career and Contributions 271(3)

Richard P. Bagozzi

15 Naresh K. Malhotra: Celebrating His Work and Person 274(4)

Dawn Iacobucci

16 Naresh K. Malhotra: A Renaissance Scholar 278(3)

Robert Meyer

17 Naresh K. Malhotra: A Legend and a Friend 281(6)

Kent B. Monroe

Ashutosh R. Patil Interviews Naresh K. Malhotra

18 Processing the Research Behavior of a Legendary Consumer Behaviorist 287(17)

About the Editors and Contributors 304
Volume 4 Consumer Behavior: Attitude, Intention, and Choice Behavior

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction xix

Naresh K. Malhotra

A Marketing Legend, and an Accomplished, Diligent, and Productive Scholar Who Has Motivated Many Others xxi

Tracey M. King

Attitude, Affect, and Intentions

1 Measuring the Appraisal of Ad-based Affect with Ad Promises 3(20)

Mark Peterson

2 A Cross-cultural Comparison of Behavioral Intention Models: Theoretical Consideration and an Empirical Investigation 23(36)

J. Daniel McCort

3 The Conceptualization of Affective Experiences: Theoretical Foundations and Cross-cultural Extensions 59(35)

Tracey M. King

4 An Integrated Model of Attitude and Affect: Theoretical Foundation and an Empirical Investigation 94(20)

James Agarwal

5 Attitude and Affect: New Frontiers of Research in the 21st Century 114(13)

Choice Behavior

6 Self Concept and Product Choice: An Integrated Perspective 127(24)

7 Customer Loyalty as a Construct in the Marketing of Banking Services 151(22)

Arun K. Jain

Christian Pinson

8 Relationship Marketing, Customer Satisfaction and Loyalty: A Theoretical and Empirical Analysis from an Asian Perspective 173(18)

Nelson Oly Ndubisi

Chan Kok Wall

Cognitive Processes

9 Determinants of Price Dependency: Personal and Perceptual Factors 191(11)

Michael Etgar

10 Mnemonics in Marketing: A Pedagogical Tool 202(17)

11 Categorization: A Review and an Empirical Investigation of the Evaluation Formation Process 219(52)

Gina L. Miller

Tracey M. King

Perspectives of Other Scholars

12 Naresh K. Malhotra: An Academic Gold Medalist 271(2)

Merrie L. Brucks

13 Naresh K. Malhotra: One of the Big Influences on My Research 273(4)

Wayne D. Hoyer

14 Naresh K. Malhotra: A Renaissance Man and One of Our Most Admired Scholars 277(4)

Debbie MacInnis

15 Naresh K. Malhotra: A Prolific and Innovative Researcher 281(2)

Hanumantha Rao Unnava

16 Naresh K. Malhotra: A True Marketing Legend 283(4)

Aric Rindfleisch

Tracey M. King Interviews Naresh K. Malhotra

17 The Attitudinal, Intentional, and Behavioral Influence of a Marketing Legend 287(17)

About the Editors and Contributors 304
Volume 5 Marketing Management and Policy

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction xxi

Naresh K. Malhotra

A Legendary Scholar, Marketing Guru, Professor Mentor, and Coauthor xxi

Can Uslay

Marketing Management

1 A New Product Growth Model with a Dynamic Market Potential 3(13)

Vijay Mahajan

Robert A. Peterson

Arun K. Jain

2 Analytical Market Segmentation in Nonbusiness Situations: Marketing the Energy Audit in the USA 16(17)

3 Emerging Issues in Sales Forecasting and Decision Support Systems 33(26)

Essam Mahmoud

Gillian Rice

4 A Stakeholder Perspective on Relationship Marketing: Framework and Propositions 59(29)

James Agarwal

5 Public versus Private Complaint Behaviour and Customer Defection in Malaysia: Appraising the Role of Moderating Factors 88(25)

Nelson Oly-Ndubisi

James Agarwal

Marketing Policy

6 Marketing Reform: The Case of Excessive Buying 113(11)

Lan Wu

Fred C. Allvine

7 Aggressive and Predatory Pricing: Insights and Empirical Examination in the Airline Industry 124(28)

Ashutosh Dixit

Gregory T. Gundlach

Fred C. Allvine

8 Predatory Pricing and Marketing Theory: Applications in Business-to-business Context and Beyond 152(45)

Can Uslay

Fred C. Allvine

Business-to-business Marketing

9 The Decision-making Process of Small Business for Microcomputers and Software Selection and Usage 197(19)

Essam Mahmoud

10 Commentary on "The Essence of Business Marketing Theory, Research and Tactics: Contributions by the Journal of Business-to-Business Marketing," by Lichtenthal, Mummalaneni, and Wilson: A Paradigm Shift and Prospection through Expanded Roles of Buyers and Sellers 216(12)

Can Uslay

Nelson Oly Ndubisi

11 Commentary: Relative Presence of Business-to-business Research in the Marketing Literature-The Demand-oriented Path Forward 228(11)

Can Uslay

Marketing Discipline

12 The Impact of the Academy of Marketing Science on Marketing Scholarship: An Analysis of the Research Published in JAMS 239(18)

13 The Past, Present, and Future of the Marketing Discipline 257(8)

Perspectives of Other Scholars

14 Naresh K. Malhotra: A Friend and Scholar to Admire 265(3)

Thomas C. Kinnear

15 Naresh K. Malhotra: On Marketing Management 268(3)

David J. Reibstein

16 Naresh K. Malhotra: Seminal Contributions to Marketing Management 271(6)

David W. Stewart

17 Naresh K. Malhotra: Malhotra's Wisdom 277(6)

Arch G. Woodside

Can Uslay Interviews Naresh K. Malhotra

18 The Past, Present, and Future of the Marketing Discipline as Seen by a Marketing Legend 283(13)

About the Editors and Contributors 296
Volume 6 International and Cross-Cultural Marketing

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction xix

Naresh K. Malhotra

An International Marketing Legend I Am Honored to Call Simply, Waresh" xxi

Francis M. Ulgado

Theoretical, Conceptual, and Methodological Foundations

1 Internationalization and Entry Modes: A Multitheoretical Framework and Research Propositions 3(29)

James Agarwal

Francis M. Ulgado

2 An Overview of the First 21 Years of Research in the International Marketing Review, 1983-2003 32(11)

Lan Wu

Jeryl Whitelock

3 Administration of Questionnaires for Collecting Quantitative Data in International Marketing Research 43(24)

International Market Segmentation and Trading Blocs

4 EC: One Market or Many? An Assessment of the Degree of Homogeneity within the European Community 67(20)

Imad B. Baalbaki

James Agarwal

John R. McIntyre

5 Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate 87(29)

Imad B. Baalbaki

6 Heterogeneity of Regional Trading Blocs and Global Marketing Strategies: A Multicultural Perspective 116(31)

James Agarwal

Imad Baalbaki

7 Does NAFTA Influence Mexico's Product Image? A Theoretical Framework and an Empirical Investigation in Two Countries 147(32)

James Agarwal

Terry Wu

Developing Countries

8 Marketing Research for Services in Developing Countries: The Use of Unidimensional and Multidimensional Scaling 179(16)

9 A Methodology for Measuring Consumer Preferences in Developing Countries 195(18)

10 International Services Marketing: A Comparative Evaluation of the Dimensions of Service Quality between Developed and Developing Countries 213(11)

Francis M. Ulgado

James Agarwal

Imad B. Baalbaki

11 Dimensions of Service Quality in Developed and Developing Economies: Multi-country Cross-cultural Comparisons 224(27)

Francis M. Ulgado

James Agarwal

G. Shainesh

Lan Wu

Cross-cultural Research

12 Culture and Consumer Behavior: Toward an Understanding of Cross-cultural Consumer Behavior in International Marketing 251(27)

Daniel John McCort

13 Print Advertising at the Component Level: A Cross-cultural Comparison of the United States and Japan 278(16)

Raishekhar G. Javalgi

Bob D. Cutler

14 Cross-cultural Marketing Research in the Twenty-first Century 294(5)

15 A Cross-national and Cross-cultural Approach to Global Market Segmentation: An Application Using Consumers' Perceived Service Quality 299(36)

James Agarwal

Ruth N. Bolton

Perspectives of Other Scholars

16 Naresh K. Malhotra: A Tribute to a Legendary International Marketing and Cross-cultural Researcher 335(4)

John B. Ford

17 Naresh K. Malhotra: A Legend's Approach Characterized by Integration, Breaking New Ground, and Scientific Discovery Approach 339(3)

David A. Griffith

18 Naresh K. Malhotra: The Theoretical, Conceptual, and Methodological Contributions of a Legend to International Marketing and Cross-cultural Research 342(6)

Bodo B. Schlegelmilch

19 Naresh K. Malhotra: Highlighting the Contributions of a Legendary International Marketing and Cross-cultural Researcher 348(8)

Jeryl Whitelock

20 Naresh K. Malhotra: A Truly Superlative Academic Career and Seminal Contributions to Knowledge in International and Cross-cultural Marketing 356(9)

Attila Yaprak

Francis M. Ulgado Interviews Naresh K. Malhotra

21 Cross-cultural and International Reflections of a Most Published Author and a Marketing Legend 365
Volume 7 Marketing of Services: Retailing and Health Care

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction: The Seminal and Pioneering Contributions of Naresh K. Malhotra to the Marketing of Services-Retailing and Health Care xxi

Charla Mathwick

Neale Martin

Retailing

1 A Threshold Model of Store Choice 3(17)

2 Modeling Store Choice Based on Censored Preference Data 20(15)

3 Marketing Classic Theater in a Competitive Market of Entertainments 35(20)

Mark Peterson

4 Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment 55(20)

Charla Mathwick

Edward Rigdon

5 The Effect of Dynamic Retail Experiences on Experiential Perceptions of Value: An Internet and Catalog Comparison 75(22)

Charla Mathwick

Edward Rigdon

Health Care

6 A Conjoint Analysis Approach to Health Care Marketing and Planning 97(12)

Arun K. Jain

7 Stochastic Modeling of Consumer Preferences for Health Care Institutions 109(12)

8 Marketing Linen Services to Hospitals: A Conceptual Framework and Empirical Investigation 121(12)

9 Market Segmentation and Strategic Growth Opportunities for Hospitals 133(4)

10 Commentary on "Hospital Marketing in the Changing Health Care Environment" 137(14)

11 A Marketing Orientation to Modeling the Hospital-Supplier Interface: A Probabilistic Approach 151(13)

12 Health Care Marketing Warfare 164(20)

13 Decision Support Systems for Health Care Marketing Managers 184(14)

14 Segmenting Hospitals for Improved Management Strategy 198(17)

Perspectives of Other Scholars

15 Naresh K. Malhotra: A Legendary Scholar and a Gentleman 215(3)

J. Ronald E Goldsmith

16 Naresh K. NIalhotra: Health-care Marketing Pioneer and Legend 218(1)

William Gombeski Jr

17 Naresh K. Malhotra: Seminal Contributions to Enhancing Retailers' Understanding of Experiential Value and Store Choice 218(9)

Dhruv Grewal

Anne Roggereen

18 Naresh K. Mama: A True Icon of Marketing and a True Legend by Peter McGoldrick 227(6)

Chula Mathwick Interviews Naresh K. Malhotra

19 Modeling the Retailing Insights of a Legendary Researcher 233(8)

Neale Martin Interviews Naresh K. Malhotra

20 . A Health-care Marketing Pioneer, Most Published Author, and Legend 241(10)

About the Editors and Contributors 251
Volume 8 Ethics, Quality of Life, and Pedagogy

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction xix

Dr Malhotra-A Marketing Legend and a Dedicated and Nurturing Mentor xxi

Gina L. Miller

Ethics Publications

1 Ethical Issues in Marketing Managed Care 3(11)

Gina L. Miller

2 An Integrated Model for Ethical Decisions in Marketing Research 14(24)

Gina L. Miller

3 Social Responsibility and the Marketing Educator: A Focus on Stakeholders, Ethical Theories, and Related Codes of Ethics 38(18)

Gina L. Miller

4 Ethics in Marketing Research: Current Issues and Suggested Guidelines 56(17)

James Agarwal

Quality of Life

5 Comparative Marketing Measures of Societal Quality of Life: Substantive Dimensions in 186 Countries 73(19)

Mark Peterson

6 Country Quality of Life and Foreign Direct Investment Decisions 92(17)

Mark Peterson

Judy Wagner

7 Global Marketing: Quality of Life in OECD Countries 109(9)

Mark Peterson

8 Country Segmentation Based on Objective Quality-of-life Measures 118(19)

Mark Peterson

9 Consumer Well-being and Quality of Life: An Assessment and Directions for Future Research 137(8)

Pedagogy

10 The Project Method Approach: An Integrated Teaching Tool in Marketing Research 145(12)

Armen Tashchian

Arun K. Jain

11 Designing an International Marketing Research Course: Framework and Content 157(19)

12 Integrating Technology in Marketing Education: Perspective for the New Millennium 176(8)

13 Integrating Internet Technology in Marketing Research Education 184(17)

Ashutosh Dixit

Can Uslay

14 Chalkboards to Cybercourses: The Internet and Marketing Education 201(26)

Angeline G. Close

Ashutosh Dixit

Perspectives of Other Scholars

15 Naresh K. Maihotra: A Commentary on His Integrated Model of Marketing Research Ethics 227(6)

Shelby D. Hunt

16 Naresh K. Malhotra: A Socially Responsible Legend 233(6)

O.C. Ferrell

17 Naresh K. Malhotra: A Giant Legend among Marketing Legends 239(4)

M. Joseph Sirgy

18 Naresh K. Malhotra: The Significant Contributions to Ethics of a Marketing Legend 243(6)

Scott Vitell

Gina L. Miller Interviews Naresh K. Malhotra

19 The Social Responsibility of a Legendary Researcher and Educator 249(17)

About the Editors and Contributors 266
Volume 9 Management Information Systems, Technology, and Marketing

Appendix of Sources ix

Timeline xiii

Legends in Marketing xv

Legends in Marketing xix

Naresh K. Malhotra

Volume Introduction: Breakthrough Contributions to the Interface of Management Information Systems, "Technology, and Marketing xxi

Sung S. Kim

Alka V. Citrin

MIS Adoption and Use

1 Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model 3(30)

Sung S. Kim

James Agarwal

2 Predicting System Usage from Intention and Past Use: Scale Issues in the Predictors 33(10)

Sung S. Kim

3 A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena 43(26)

Sung S. Kim

4 Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison 69(24)

Sung S. Kim

Sridhar Narasimhan

5 Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research 93(34)

Sung S. Kim

Ashutosh Patil

Technology and Marketing

6 Why Developing Societies Need Marketing Technology 127(14)

7 The Integration of Microcomputers in Marketing Research and Decision Making 141(24)

Armen Tashchian

Essam Mahmoud

8 The Marketing of Technology Oriented Products and Services: An Integration of Marketing and Technology 165(9)

Alka V. Citrin

G. Shainesh

9 Unique Marketing Challenges at the Frontiers of Technology: An Integrated Perspective 174(25)

Can Uslay

Alka Citrin

10 Technology Transformation and Purposed Play: Model Development and Implications for High Tech Product Development 199(30)

Timothy M. Quey

Perspectives of Other Scholars

11 Naresh K. Malhotra: Legendary Contributions to the Confluence of Technology, Globalization, and Marketing by Raideep Grewal 229(3)

12 Naresh K. Malhotra: Multifarious Contributions to Information Systems of an Eminent Scholar by Rain Narayirnhan 232(4)

13 Naresh K. Malhorra: A Tribute to an Interdisciplinary Legend 236(6)

Sridhar Narasimhan

14 Naresh K. Malhotra: His Seminal Contributions and Impact on the Information Systems Field 242(7)

Delmar Straub

Sung S. Kim Interviews Naresh K. Malhotra

15 The Pioneering Contributions of a Marketing Legend to Management Information Systems 249(12)

Alka V. Citrin Interviews Naresh K. Malhotra

16 The Technological Orientation of a Marketing Legend 261(9)

About the Editors and contributors 270