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Taboo Issues in Social Science
Artificial Intelligence in Marketing
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is …
Qualitative Consumer Research
In spite of, and because of, the attention recently paid to “big data” and the huge amount quantitative data available from online and point of sale transactions, qualitative and …
Shopper Marketing and the Role of In-Store Marketing
This volume of Review of Marketing Research (RMR) focuses on Shopper Marketing and the Role of In-Store Marketing. The chapters draw from academic research as well as …
Marketing Accountability for Marketing and Non-Marketing Outcomes
This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, …
Toward a Better Understanding of the Role of Value in Markets and Marketing
In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot …
Marketing In and For a Sustainable Society
This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research …
Innovation and Strategy
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and …
Continuing to Broaden the Marketing Concept
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. This volume brings together leading scholars to …
Review of Marketing Research
"The Review of Marketing Research" annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. Unlike other research …
The Vulnerable Consumer
Review of Marketing Research pushes the boundaries of marketing - broadening the marketing concept to make the world a better place. This special issue provides a roadmap for …
Marketing in a Digital World
Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's …