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Research traditions in marketing

  • Gilles Laurent
  • Gary L. Lilien
  • Bernard Pras

Part of the International Series in Quantitative Marketing book series (ISQM, volume 5)

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Gary L. Lilien
    Pages 1-26
  3. A. S. C. Ehrenberg
    Pages 79-131
  4. Peter S. H. Leeflang, Dick R. Wittink
    Pages 133-168
  5. Maryse J. Brand, Peter S. H. Leeflang
    Pages 231-264
  6. Susan P. Douglas, Maureen A. Morrin, C. Samuel Craig
    Pages 289-319
  7. Jan Johanson, Lars-Gunnar Mattsson
    Pages 321-346
  8. Christophe Van den Bulte
    Pages 405-434
  9. Back Matter
    Pages 435-442

About this book

Introduction

Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark­ ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad­ vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be­ come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo­ tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro­ duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.

Keywords

Brand Innovation calculus econometrics efficiency marketing modeling

Editors and affiliations

  • Gilles Laurent
    • 1
  • Gary L. Lilien
    • 2
  • Bernard Pras
    • 3
  1. 1.Groupe HECFrance
  2. 2.Pennsylvania State UniversityUSA
  3. 3.University of Paris Dauphine and ESSECFrance

Bibliographic information

  • DOI https://doi.org/10.1007/978-94-011-1402-8
  • Copyright Information Kluwer Academic Publishers 1994
  • Publisher Name Springer, Dordrecht
  • eBook Packages Springer Book Archive
  • Print ISBN 978-94-010-4615-2
  • Online ISBN 978-94-011-1402-8
  • Series Print ISSN 0923-6716
  • Buy this book on publisher's site