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 by 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 first set in the series, consisting of 9 volumes, is a tribute to Jagdish N Sheth. Known as a pioneer of new areas of inquiry in marketing, his work spans five decades and traverses a number of sub-disciplines of marketing. His work The Theory of Buyer Behavior (with John A. Howard) is considered a classic.
The volumes in the set include: Volume 1: Consumer Behavior: Conceptual Foundations Edited by: Richard J Lutz Volume 2: Consumer Behavior: Empirical Research Edited by: C Whan Park Volume 3: Visioning the Future Edited by: Balaji C Krishnan Volume 4: International Marketing Edited by: Abdolreza Eshghi Volume 5: Managerial Marketing: The Early Years Edited by: Can Uslay Volume 6: Managerial Marketing: Current Thought Edited by: Rajendra S Sisodia Volume 7: Organizational Buyer Behavior Edited by: Arun Sharma Volume 8: Relationship Marketing Edited by: Atul Partvatiyar Volume 9: Research Methods Edited by: Balaji C Krishnan.