The Research Contributions of Donald R. Lehmann to Marketing, Volume 3: Empirical Generalizations and Meta-Analysis
暫譯: 唐納·R·利曼在行銷領域的研究貢獻，第三卷：實證概括與元分析
Lynch Jr, John G.
- 出版商: Palgrave MacMillan
- 出版日期: 2026-07-02
- 售價: $8,190
- 貴賓價: 9.5 折 $7,780
- 語言: 英文
- 頁數: 422
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 3031880595
- ISBN-13: 9783031880599
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相關分類:
行銷/網路行銷 Marketing
無法訂購
相關主題
商品描述
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume.
This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy.
This volume, edited by John G. Lynch Jr., synthesizes Lehmann's work on meta-analysis and empirical generalization. Along with a collection of his related articles, it features an interview with Lehmann himself and three insightful commentaries from frequent co-authors. Showing how Lehmann's research has theoretical and practical relevance, this work outlines his impact on the marketing field to assess better the generalizability and robustness of their published empirical findings.商品描述(中文翻譯)
《行銷中的偉大思想家》系列突顯了最具影響力的學者對行銷研究、理論和實務的重要貢獻。系列和卷編輯將每位傳奇人物最具影響力的文章整理成幾個卷冊，作為選集。卷編輯還會尋求其他熟悉該傳奇人物作品的學者對該卷中所包含文章的評論。
這套包含六卷的作品，涵蓋了唐納德·雷曼（Donald Lehmann）對顧客行為和決策過程、隨機模型的估計、理論概括的實證重複、廣告和品牌、新產品及創新擴散，以及行銷策略的績效結果等廣泛主題的貢獻。
本卷由約翰·G·林奇（John G. Lynch Jr.）編輯，綜合了雷曼在元分析和實證概括方面的研究。除了收錄他相關的文章外，還包含了與雷曼本人的訪談以及三篇來自經常合著的作者的深刻評論。這項工作展示了雷曼的研究在理論和實務上的相關性，並概述了他對行銷領域的影響，以更好地評估其已發表實證結果的普遍性和穩健性。
作者簡介
John G. Lynch, Jr. is Distinguished Professor in the Leeds School of Business at the University of Colorado-Boulder, USA. He is a Fellow of the American Marketing Association, the Association for Consumer Research, the American Psychological Association/Society for Consumer Psychology, and one of five Fellows of all three organizations worldwide. Since coming to the University of Colorado, John Lynch has focused on studying cognitive psychology in consumer financial decision-making.
作者簡介(中文翻譯)
約翰·G·林奇（John G. Lynch）是美國科羅拉多大學博爾德分校（University of Colorado-Boulder）利茲商學院（Leeds School of Business）的傑出教授。他是美國行銷協會（American Marketing Association）、消費者研究協會（Association for Consumer Research）、美國心理學會/消費者心理學學會（American Psychological Association/Society for Consumer Psychology）的會士，也是全球唯一五位同時擁有這三個組織會士身份的人之一。自從來到科羅拉多大學以來，約翰·林奇專注於研究消費者財務決策中的認知心理學。
