Wind, Yoram

Legends in marketing - 8 Vols. - Los Angeles Sage Publications 2014 - l, 325 p. Vol.I - Organizational Buying Behavior xxxiii, 301 p. Vol.II - Consumer Behavior xxvi, 307 p. Vol.III - Product and New Product Management xxx, 474 p. Vol.IV - Marketing Strategy xxxiii, 400 p. Vol.V - Market Segmentation xxxii, 294 p. Vol.VI - Global Marketing xxviii, 399 p. Vol.VII - Marketing Research and Modeling xxix, 358 p. Vol.VIII - The Future of Marketing - Legends in Marketing .

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, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This set in the series, consisting of 8 volumes, is a tribute to Yoram 'Jerry' Wind. Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy.


Consumer behavior
Marketing research

R 658.8 / W4L3

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