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Marketing as a discipline has been in existence for close to a hundred years. As an integral function of business, it has actually been in existence for as long as business itself. Legends in Marketing is a series that provides insight and historical perspective into some of the greatest marketing thinkers of the 20th century. It reproduces the seminal works of each legend, and includes an interview section in which the volume editors pose questions to the legend on his research and the future of the discipline. In addition, researchers in the field provide a critical perspective on the articles in the volumes. The first collections in this series feature the work of: Jagdish N Sheth; Naresh Malhotra; Kent Monroe; and Philip Kotler. Volume One: Research Methodology: Conjoint Analysis, Multidimensional Scaling and Related Techniques Edited by: James Agarwal, Haskayne School of Business, University of Calgary, Canada Volume Two: Research Methodology: Research Design and Data Analysis Edited by: Lan Wu, College of Business and Economics, California State University, Hayward, USA Volume Three: Consumer Behavior: Information Processing and Decision Making Edited by: Ashutosh Patil, Boston College, USA Volume Four: Consumer Behavior: Attitude, Intention and Choice Behavior Edited by: Tracey King, Kogod School of Business, American University, USA Volume Five: Marketing Management and Policy Edited by: Can Uslay, Argyros School of Business and Economics, Chapman University Volume Six: International and Cross-Cultural Marketing Edited by: Francis Ulgado, College of Management, Georgia Institute of Technology, USA Volume Seven: Marketing of Services: Retailing and Health Care Edited by: Charla Mathwick, School of Business, Portland State University, USA Volume Eight: Ethics, Quality of Life, and Pedagogy Edited by: Gina Miller, Stetson School of Business and Economics, Mercer University, Atlanta, USA Volume Nine: MIS, Technology and Marketing Edited by: Sung Kim, University of Wisconsin-Madison, USA and Alka Citrin, College of Management, Atlanta, USA


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