图书简介
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This eleventh set in the series, consisting of five volumes, is a tribute to Gerald Zaltman. Professor Zaltman is the Joseph C. Wilson Professor Emeritus at the Harvard Business School, Massachusetts, and a founding partner in Olson Zaltman Associates, a market research and marketing consulting firm with clients around the globe. Professor Zaltman received his AB degree from Bates College, Maine, his MBA degree from The University of Chicago, and his PhD in Sociology from the Johns Hopkins University, Maryland. He has taught at the University of Alaska, Northwestern University (Illinois), the University of Pittsburgh, and Harvard University. At Harvard University, he was a member of Harvard’s interdisciplinary Mind, Brain, Behavior Initiative which sought to integrate advances in scientific thinking across the university. He also served on its steering committee. Additionally, he was the co-director, with Professor Stephen M. Kosslyn, of the Harvard Business School’s Mind of the Market Laboratory where pioneering work was done on the Zaltman Metaphor Elicitation Technique and on the application of cognitive neuroscience in marketing including brain imaging and implicit association testing. Professor Zaltman is the author or editor of over 20 books, many of which have been published in several languages. He is a frequent contributor to scholarly and professional journals. Professor Zaltman has received numerous professional awards and honors. He is a past president of the Association for Consumer Research and has served on several editorial boards in marketing and the social sciences. Professor Zaltman has held three U.S. patents related to market research tools including the first patent ever granted for a research tool in marketing. He is actively sought after as a consultant and speaker around the globe. The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is a past president of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of the APA. Professor Sheth is the coauthor of the Howard–Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969. Volumes in this set: Volume 1: Planned Social Change and the Diffusion of Innovation Editor: Christine Moorman Volume 2: Zaltman Metaphor Elicitation Technique Editor: Robin Coulter Volume 3: Consumer Behavior Research Editor: Melanie Wallendorf Volume 4: Marketing Management Editor: Luc Wathieu Volume 5: Marketing Theory Editor: Manjit S. Yadav
VOLUME 1: Planned Social Change and the Diffusion of Innovation \\ Appendix of Sources \\ Legends in Marketing \\ Legends in Marketing: Gerald Zaltman \\ Volume Introduction: Double Agent for Change: Jerry Zaltman’s Contributions to Planned Social Change and the Diffusion of Innovations \\ Marketing Inference in the Behavioral SciencesGerald Zaltman \\ Child Feeding Practices, Communication Behavior and Education in Costa RicaGerald Zaltman, Juan Altwood and Graciela Carrillo \\ On the Nature of InnovationsGerald Zaltman and Nan Lin \\ Social Marketing: An Approach to Planned Social ChangePhilip Kolter and Gerald Zaltman \\ Health Service Marketing: A Suggested ModelGerald Zaltman and Ilan Vertinsky \\ Extracts from Creating Social ChangeGerald Zaltman, Philip Kotler and Ira Kaufman \\ Extracts from Innovations and OrganizationsGerald Zaltman, Robert Duncan and Jonny Holbek \\ Extracts from Processes and Phenomena of Social ChangeGerald Zaltman \\ Broadening Concepts of Consumer BehaviorBrian Sternthal and Gerald Zaltman \\ Strategies for Diffusing ‘Social’ Innovations’Gerald Zaltman \\ The Broadened Concept: Toward a Taxonomy of Consumption SituationsBrian Sternthal and Gerald Zaltman \\ Extracts from Marketing, Society, and ConflictSidney Levy and Gerald Zaltman \\ Extracts from Dynamic Educational ChangeGerald Zaltman, David H. Florio and Linda A. Sikorski \\ Extracts from Strategies for Planned ChangeGerald Zaltman and Robert Duncan \\ Social Marketing and a Consumer Based Theory of MarketingGerald Zaltman and Pol Jacobs \\ Client and Agency Requirements in the Design of Consumerism ProgramsGerald Zaltman and Allan D. Shocker \\ Toward A Theory of Planned Social Change: Alternative Perspectives and IdeasRobert F. Rich and Gerald Zaltman \\ Knowledge Utilization as Planned Social ChangeGerald Zaltman \\ Theory-in-Use Among Change AgentsGerald Zaltman \\ Perspectives of Other Scholars \\ Marketing’s Debt to a Prime Mover in Social Marketing:Richard P. Bagozzi \\ Social Marketing, Social Change and Metaphor Elicitation: The Zaltman Legacy:Alan R. Andreasen \\ An Essay about Jerry Zaltman’s Contributions:Philip Kotler \\ Marketing Health Services: Reflections on the Making of a Model:Ilan Vertinsky \\ Appreciating Gerald Zaltman:Nan Lin \\ Interview \\ Christine Moorman interviews Jerry Zaltman \\ VOLUME 2: Zaltman Metaphor Elicitation Technique \\ Appendix of Sources \\ Legends in Marketing \\ Legends in Marketing:Gerald Zaltman \\ Volume Introduction: The Zaltman Metaphor Elicitation Technique:Robin A. Coulter \\ Seeing the Voice of the Customer: The Zaltman Metaphor Elicitation TechniqueGerald Zaltman and Robin Higie \\ Amidword: Anthropology, Metaphors & Cognitive Peripheral VisionGerald Zaltman \\ Seeing the Voice of the Customer: Metaphor-Based Advertising ResearchGerald Zaltman and Robin Higie Coulter \\ Metaphorically SpeakingGerald Zaltman \\ Rethinking Market Research: Putting People Back InGerald Zaltman \\ Seeing through the Customer’s Eyes with Computer ImagingGerald Zaltman and Linda J. Schuck \\ Consumer Researchers: Take a Hike!Gerald Zaltman \\ Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation TechniqueRobin A. Coulter, Gerald Zaltman and Keith S. Coulter \\ Interviewing the Mind/Brain: Response Latency and NeuroimagingGerald Zaltman \\ Come to Think of ItGerald Zaltman \\ A Behavioral Window on the Mind of the Market: An Application of the Response Time ParadigmFred W. Mast and Gerald Zaltman \\ How to Think DeeplyGerald Zaltman and Lindsay Zaltman \\ Foundations of Deep MetaphorsGerald Zaltman and Lindsay Zaltman \\ Metaphor in AdvertisingGerald Zaltman and Dara MacCaba \\ Perspectives of Other Scholars \\ Grounding ZMET in the Qualitative Research Paradigm:Alladi Venkatesh \\ Casting a Wide and Wonderful Net:Elizabeth Hirschman \\ ZMET in the World of Business:Jerry Olson \\ Interview: Zaltman on ZMET:Robin A. Coulter \\ VOLUME 3: Consumer Behavior Research \\ Appendix of Sources \\ Legends in Marketing \\ Legends in Marketing: Gerald Zaltman \\ Volume Introduction: Overview of Jerry Zaltman’s Contributions to Consumer Behavior: The Deep Meaning of a Career Revealing Insights about PeopleMelanie Wallendorf \\ I: Gerald Zaltman’s Contributions: Bringing New Ideas into Consumer Behavior Research \\ Extracts from Marketing: Contributions from the Behavioral Sciences Gerald Zaltman Metatheory in Consumer Behavior Research: Rap Session Position PaperGerald Zaltman, Reinhard Angelmar and Christian Pinson \\ Theories of DiffusionGerald Zaltman and Ronald Stiff \\ Sociology: The Missing Chunk or How We’ve Missed the BoatGerald Zaltman and Melanie Wallendorf \\ The Science of Marketing, and Marketing as ScienceThomas V. Bonoma and Gerald Zaltman \\ Extracts from Consumer Behavior: Basic Findings and Management ImplicationsGerald Zaltman and Melanie Wallendorf \\ Presidential AddressGerald Zaltman \\ Fellow’s Award Speech: One Mega and Seven Basic Principles for Consumer ResearchGerald Zaltman \\ Applications of cognitive neuroscience in Consumer BehaviorSteven Kosslyn, Kathryn Braun and Gerald Zaltman \\ Lessons Learned during a CareerGerald Zaltman \\ II: Gerald Zaltman’s Contributions: Developing a Behavioral Perspective on Organizational Buyer Behavior \\ Organizational Buying Behavior: Hypotheses and DirectionsGerald Zaltman and Thomas V. Bonoma \\ Extracts from Industrial Buying BehaviorThomas V. Bonoma, Gerald Zaltman and Wesley Johnston \\ The Dyadic Paradigm with Specific Application toward Industrial MarketingThomas V. Bonoma, Richard Bagozzi and Gerald Zaltman \\ Measuring Multiple Buying InfluencesAjay Kohli and Gerald Zaltman \\ Influence Strategies in Buying CentersR. Venkatesh, Ajay Kohli and Gerald Zaltman \\ III. Gerald Zaltman’s Contributions: Consumer Metaphors and Thinking \\ Extracts from Backward Framing through Memory ReconstructionKathryn A. Braun and Gerald Zaltman \\ Eliciting Mental Models through ImageryGerald Zaltman \\ Extracts from How Customers Think: Essential Insights Into the Mind of the MarketGerald Zaltman \\ Memory Change: An Intimate Measure of PersuasionKathy Braun-Latour and Gerald Zaltman \\ Perspectives of Other Scholars \\ Reflections on Gerald Zaltman’s contributions to bringing new ideas into consumer behavior researchVince Barabba \\ Reflections on Gerald Zaltman’s contributions to developing a behavioral perspective on Industrial Buyer BehaviorWesley Johnston \\ Reflections on Gerald Zaltman’s contributions to research on consumer metaphors and thinkingKathryn Braun LaTour \\ Interview with Gerald Zaltman Melanie Wallendorf \\ VOLUME 4: Marketing Management \\ Appendix of Sources \\ Legends in Marketing \\ Legends in Marketing:Gerald Zaltman \\ Volume Introduction: What Jerry is Telling Us about Marketing Management \\ Culture and Market CommunicationGerald Zaltman \\ Signs and the Sharing of Meaning \\ Ethics in Marketing Research: Their Practical RelevanceAlice M. Tybout and Gerald Zaltman \\ Targeting Prospects for a New ProductPhilip Kotler and Gerald Zaltman \\ The Lack of Heresy in MarketingGerald Zaltman and Thomas V. Bonoma \\ The True Customers of Market ResearchVincent P. Barabba \\ Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between OrganizationsChristine Moorman, Gerald Zaltman and Rohit Deshpande \\ Ignorance, Knowledge, Wisdom and Questioning in the Development of Decision Maker’ TheoriesGerald Zaltman and Richard Staelin \\ Factors Affecting Trust in Market Research RelationshipsChristine Moorman, Rohit Deshpande and Gerald Zaltman \\ The Human Element in Marketing Strategy–A Look at the Creative and Subjective SideDas Narayandas and Jerry Zaltman \\ These Catepillars Foreshadow Great ButterfliesLuc Wathieu and Gerald Zaltman \\ Rooting Marketing Strategy in Human UniversalsLuc Wathieu, Yu Liu and Gerald Zaltman \\ What Do “Really Good” Managers and “Really Good” Researchers Want of One Another?Lindsay Zaltman, Olson Zaltman and Gerald Zaltman \\ Perspectives of Other Scholars \\ Thinking Expansively: Reflections on Jerry ZaltmanDebbie MacInnis \\ Jerry Zaltman as Co-Author of Life StoriesDaniel C. Smith \\ Personal Reflections on Jerry Zaltman’s InfluenceChristian Pinson \\ VOLUME 5: Marketing Theory \\ Appendix of Sources \\ Legends in Marketing \\ Legends in Marketing:Gerald Zaltman \\ Volume Introduction: Theory Construction and Knowledge UseManjit S. Yadav \\ Overview of Issues \\ Metatheory and Consumer ResearchGerald Zaltma, Christian R.A. Pinson and Reinhard Angelmar \\ Points of ViewGerald Zaltman, Karen Lemasters and Michael Heffring \\ Current Issues in Philosophy of Science: Implications for the Study of MarketingWilliam J. Sauer, Nancy Nighswonger and Gerald Zaltman \\ Reflections on Thinking \\ Being InterestingGerald Zaltman, Karen Lemasters and Michael Heffring \\ Breaking Out of the Box: Meaning and MeansGerald Zaltman \\ The Lack of Heresy in MarketingGerald Zaltman and Thomas V. Bonoma \\ The Sociology and Psychology of Comfort ZonesGerald Zaltman and Linda Price \\ Thinking Mechanics \\ CausalityGerald Zaltman, Karen Lemasters and Michael Heffring \\ Deductive and Inductive ThinkingGerald Zaltman, Karen Lemasters and Michael Heffring \\ Building Theory \\ The Nature of Concepts \\ An Examination of Concept ValidityReinhard Angelmar, Gerald Zaltman and Christian Pinson \\ Validity Importance in Consumer Research: Some Pragmatic IssuesAllen D. Shocker and Gerald Zaltman \\ The Nature of Propositions \\ Theories \\ Constructing Theories-in-Use \\ Thinker Toys: Concepts, Propositions, and Theories \\ Book Review: On Becoming a Social Scientist: From Survey Research and Participant Observation to Experiential AnalysisRobert A. Peterson and Roger A. Kerin \\ Foreword to Changing the Course of Marketing: Alternative Paradigms for Widening Marketing TheoryGerald Zaltman \\ Assessing Theories \\ Evaluating Theories \\ How Do We Know We Know: Reality Tests \\ Evaluating Theory \\ Uses of Theories \\ The Nature of Explanation \\ The Nature of Prediction \\ Metacriteria for Control \\ Perspectives of Other Scholars \\ Gerald Zaltman’s Contributions to Theory Development and Knowledge UseAjay K. Kohli \\ Gerald Zaltman: Contributions on Theory Development and Knowledge UseRohit Deshpande \\ The Zaltman School: The Playbook and Its Implications for ScholarsBernard J. Jaworski \\ Interview \\ Manjit Yadav InterviewsGerald Zaltman
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