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 and experts about their work.



The series comprises of various sets, each focused on the multiple ways in which a legend has contributed to the field. This fourth set in the series, consisting of 9 volumes, is a tribute to Naresh K Malhotra. Known as a consistently outstanding researcher, refreshingly innovative teacher, and truly pioneering author, Professor Malhotra is listed in Marquis' Who's Who in America continuously since the 51st edition, 1997, and in Who's Who in the World since 2000.



This set includes:



Volume 1: Research Methodology: Conjoint Analysis, Multidimensional Scaling, and Related Techniques

Editor: James Agarwal

Volume 2: Research Methodology: Research Design and Data Analysis

Editor: Lan Wu

Volume 3: Consumer Behavior: Information Processing and Decision Making

Editor: Ashutosh R Patil

Volume 4: Consumer Behavior: Attitude, Intention, and Choice Behavior

Editor: Tracey M King

Volume 5: Marketing Management and Policy

Editor: Can Uslay

Volume 6: International and Cross-cultural Marketing

Editor: Francis M Ulgado

Volume 7: Marketing of Services: Retailing and Health Care

Editor: Charla Mathwick and Neale Martin

Volume 8: Ethics, Quality of Life, and Pedagogy

Editor: Gina L Miller

Volume 9: Management Information Systems, Technology, and Marketing

Editor: Sung S Kim and Alka V Citrin