Research traditions in marketing

Chapter 1 Marketing Models: Past, Present and Future

Chapter 2 Marketing Science’s Pilgrimage to the Ivory Tower

Chapter 3 Theory or Well-Based Results: Which Comes First?

Chapter 4 Diagnosing Competition: Developments and Findings

Chapter 5 Productivity Versus Relative Efficiency in Marketing: Past and Future?

Chapter 6 Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect Versus Consumer Heterogeneity

Chapter 8 Scholarly Traditions and European Roots of American Consumer Research

Chapter 9 Cross-National Consumer Research Traditions

Chapter 10 The Markets-As-Networks Tradition in Sweden

Chapter 11 Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches

Chapter 12 The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History

Chapter 13 Metaphor at Work