Naresh Malhotra

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, supplemented by interviews of these legends as well as by the opinions of other scholars and experts about their work. The series comprises of various sets, each focused on the multiple ways in which a legend has contributed to the field.

This fourth set in the series, consisting of 9 volumes, is a tribute to Naresh K Malhotra.

Known as a consistently outstanding researcher, refreshingly innovative teacher, and truly pioneering author, Professor Malhotra is listed in Marquis’ Who’s Who in America continuously since the 51st edition, 1997, and in Who’s Who in the World since 2000. This set includes:Volume 1: Research Methodology: Conjoint Analysis, Multidimensional Scaling, and Related TechniquesEditor: James AgarwalVolume 2: Research Methodology: Research Design and Data AnalysisEditor: Lan WuVolume 3: Consumer Behavior: Information Processing and Decision MakingEditor: Ashutosh R PatilVolume 4: Consumer Behavior: Attitude, Intention, and Choice BehaviorEditor: Tracey M KingVolume 5: Marketing Management and PolicyEditor: Can UslayVolume 6: International and Cross-cultural MarketingEditor: Francis M UlgadoVolume 7: Marketing of Services: Retailing and Health CareEditor: Charla Mathwick and Neale MartinVolume 8: Ethics, Quality of Life, and PedagogyEditor: Gina L MillerVolume 9: Management Information Systems, Technology, and MarketingEditor: Sung S Kim and Alka V Citrin