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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 about their work.
The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This first set in the series, consisting of 8 volumes, is a tribute to Jagdish N Sheth. Known as a pioneer of new areas of inquiry in marketing, his work spans five decades and traverses a number of sub-disciplines of marketing. His work The Theory of Buyer Behavior (with John A Howard) is considered a classic.
The volumes in the set include:
1: Consumer Behavior: Conceptual Foundations
2: Consumer Behavior: Empirical Research
3: Visioning the Future
4: International Marketing
5: Managerial Marketing: The Early Years
6: Managerial Marketing: Current Thought
7: Organizaitonal Buyer Behavior
8: Relationship Marketing
Forthcoming sets in the series include the legends Philip Kotler, Kent Monroe, Shelby Hunt and Naresh Malhotra (in 2010). 2011 will see the publication of sets on V Kumar, Richard Bagozzi, Gerald Zaltman, Yoram (Jerry) Wind.
About the Author
Balaji C. Krishnan is an Associate Professor in the Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, USA. He is also the Director of MBA Programs.