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Legends in marketing: Jagdish N. Sheth

By: Sheth, Jagdish N.
Contributor(s): Krishnan, Balaji C [Set editor] | Sharma, Arun [Volume editor].
Material type: materialTypeLabelBookPublisher: New Delhi Sage Publications 2010Description: xxx, 237 p.ISBN: 9788132103004(HB) (set of 8 volumes).Subject(s): Marketing | Consumer behavior | Marketing - ManagementDDC classification: 658.90092 Summary: The objective of this series is to capture the essence of the contributions of some of the legends over the course of the hundred years of marketing as a discipline. Besides republishing some of the seminal work of the legends, an innovative feature of the series is the interview section. Various researchers in the field pose questions that many of us may have wanted to ask of these legends. The first legend we pay tribute to is Professor Jagdish Sheth. He has contributed to the marketing discipline in a number of ways with the book that he co-authored, "The Theory of Buyer Behavior", still considered a classic, forty years after its publication.
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Books Vikram Sarabhai Library
Slot 2205 (2 Floor, East Wing) 658.90092 S4L3 - 7 (Browse shelf) Available 169612

The objective of this series is to capture the essence of the contributions of some of the legends over the course of the hundred years of marketing as a discipline. Besides republishing some of the seminal work of the legends, an innovative feature of the series is the interview section. Various researchers in the field pose questions that many of us may have wanted to ask of these legends. The first legend we pay tribute to is Professor Jagdish Sheth. He has contributed to the marketing discipline in a number of ways with the book that he co-authored, "The Theory of Buyer Behavior", still considered a classic, forty years after its publication.

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