Name: The Research Contributions of Donald R. Lehmann to Marketing, Volume 6: Innovation Diffusion, Strategy, and Marketing Performance (en Inglés)
Price: 238070.00 CLP
Availability: InStock
Author: Goldenberg, Jacob; Gupta, Sunil
ISBN: 9783031880780

portada The Research Contributions of Donald R. Lehmann to Marketing, Volume 6: Innovation Diffusion, Strategy, and Marketing Performance (en Inglés)

The Research Contributions of Donald R. Lehmann to Marketing, Volume 6: Innovation Diffusion, Strategy, and Marketing Performance (en Inglés)

Formato

Libro Físico

Editorial

Palgrave MacMillan

Autor

Goldenberg, Jacob; Gupta, Sunil

Idioma

Inglés

N° páginas

602

Encuadernación

Tapa Dura

ISBN13

9783031880780

The Research Contributions of Donald R. Lehmann to Marketing, Volume 6: Innovation Diffusion, Strategy, and Marketing Performance (en Inglés)

Goldenberg, Jacob; Gupta, Sunil (Autor) · Palgrave MacMillan · Tapa Dura

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Reseña del libro "The Research Contributions of Donald R. Lehmann to Marketing, Volume 6: Innovation Diffusion, Strategy, and Marketing Performance (en Inglés)"

The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Jacob Goldenberg and Sunil Gupta, synthesizes Lehmann's work on innovation diffusion, strategy, and marketing performance. Along with his articles on these topics, it features an interview with Lehmann and three insightful commentaries from well-known scholars in this field. Of great theoretical and practical relevance, the chapters in this volume enhance the understanding of how marketing strategies lead to innovation diffusion and successful performance outcomes.