"The Legends in Marketing" series captures the essence of the most importantcontributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is 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 third set in the series, consisting of 7 volumes, is a tribute to Kent B. Monroe. Known as one of the Deans of Pricing, Professor Monroe is pioneer of research on the information value of price. He is the author of the classic text, "Pricing: Making Profitable Decisions". Kent B. Monroe is the J.M. Jones Distinguished Professor of Marketing Emeritus, University of Illinois at Urbana-Champaign, USA, and Distinguished Visiting Scholar, University of Richmond, Virginia, USA. He teaches pricing strategy and tactics, marketing management and research methods among other areas. His research on buyers' perception of price information has been groundbreaking. Professor Monroe's papers have been published in the topmostjournals in marketing and management. He has also served as the editor of the"Journal of Consumer Research" and "Pricing Practice and Strategy". He is a recipient of "Pricer of the Year" award (Pricing Institute), Marketing Pioneer Award, the American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator Award, and the Converse Award. He has conducted executive training programs for business firms, non-profit organizations, and universities inNorth and South America, Europe, Asia, Australia, and Africa. This set has been 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 widelyknown for his scholarly contributions in the fields of consumer behaviour, relationship marketing, competitive strategy and geopolitical analysis. A prolific author and recipient of various awards and scholarships, Professor Sheth has worked for many industries and companies in the US, Europe, and Asia. Volumes in this set include: "Volume 1: Processing of Price Information" - Editor: Chezy Ofir; "Volume 2: Comparative Price Advertising" - Editor: Albert J. DellaBitta; "Volume 3: The Price-Quality-Value Relationship" - Editors: Dhruv Grewal and Anne Roggeveen; "Volume 4: Price Fairness" - Editor: Lan Xia; "Volume 5: Research in Consumer Behavior - Editors: Monika Kukar-Kinney and Nancy M. Ridgway; "Volume 6: Models, Theory, and Methods" - Editor: Tridib Mazumdar; and,"Volume 7: Pricing Management and Practice" - Editor: Manjit S. Yadav
- ISBN: 978-81-321-0518-3
- Editorial: Sage Publications
- Encuadernacion: Cartoné
- Páginas: 1792
- Fecha Publicación: 30/06/2011
- Nº Volúmenes: 7
- Idioma: Inglés