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Research traditions in marketing

Overview of attention for book
Cover of 'Research traditions in marketing'

Table of Contents

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    Book Overview
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    Chapter 1 Marketing Models: Past, Present and Future
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    Chapter 2 Marketing Science’s Pilgrimage to the Ivory Tower
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    Chapter 3 Theory or Well-Based Results: Which Comes First?
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    Chapter 4 Diagnosing Competition: Developments and Findings
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    Chapter 5 Productivity Versus Relative Efficiency in Marketing: Past and Future?
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    Chapter 6 Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect Versus Consumer Heterogeneity
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    Chapter 7 Research on Modeling Industrial Markets
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    Chapter 8 Scholarly Traditions and European Roots of American Consumer Research
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    Chapter 9 Cross-National Consumer Research Traditions
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    Chapter 10 The Markets-As-Networks Tradition in Sweden
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    Chapter 11 Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches
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    Chapter 12 The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History
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    Chapter 13 Metaphor at Work
Attention for Chapter 13: Metaphor at Work
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