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.  

Volume 1: Customer and Consumer Insights Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Customer and Consumer Insights - David A. Aaker Attitudes and Awareness as Predictors of Market Share - Henry Assael A Two-Dimensional Concept of Brand Loyalty Using Cluster Analysis to Improve Marketing Experiments - Roger M. Heeler Stability of Appliance Brand Awareness - W. Pratt Evaluating Models of Attitude Structure Attitude Change, Media and Word of Mouth Non-Response Bias and Callbacks in Sample Surveys - William C. Dunkelberg A Dynamic Recursive Model of the Relationship of Attitude Change and Behavior Change - David A. Aaker The Threats to Marketing Research Data Quality, Level of Aggregation, and Nonmetric Multidimensional Scaling Solutions - Terry Deutscher and Adrian Ryans Increasing the Effectiveness of Marketing Research - David A. Aaker Attitudinal Predictions of Choice of Major Appliance Brands - Terence Deutscher A Recursive Model of Communication Processes - David A. Aaker Theories of Attitude Structure and Change Attitude Stability, Changeability and Predictive Ability Identifying Environmental Influences on Brand Choice Decisions Perspectives of Other Scholars Commentary on George S. Day - Katherine N. Lemon Commentary on George S. Day - Don Lehmann Commentary on George S. Day - Richard Staelin David Aaker interviews George S. Day Interview of George S. Day - David Aaker Volume 2: Competitive Markets: Structure and Behavior Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Competitive Markets: Structure and Behavior - Allan Shocker Customer-Oriented Approaches to Identifying Product-Markets - Allan D. Shocker and Raj Srivastava Strategic Market Identification and Analysis: An Integrated Approach The Product Life Cycles: Analysis and Applications Issues Diagnosing the Experience Curve - David B. Montgomery Orienting Marketing Research Toward Testing Strategic Assumptions Cooperative Behavior in Vertical Markets: The Influence of Transaction Cost and Competitive Strategies - Saul Klein Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle - Mary Lambkin Managerial Representations of Competitive Advantage - Prakash Nedungadi The Public Policy Context of the Relevant Market Question - William F. Massey and Allan D. Shocker An Exploratory Study of the Influence of Usage Situation on Perceptions of Product-Markets - Raj Srivastava and Allan D. Shocker Incorporating the Customer Dimension into the Business Definition Pioneers that Survive: Managing the Risks of Early Market Entry Burnout or Fadeout: The Risks of Early Entry into High Technology Markets - Jonathan Freeman How Firms Adapt to Evolving MArket - John Kimberly Assessing Future Markets for New Technologies Assessing Competitive Arenas: Who are Your Competitors? Perspectives of Other Scholars Commentary on George S. Day - Rajendra Srivastava Commentary on George S. Day - Mary Lambkin Allan Shocker interviews George S. Day Interview of George S. Day - Allan Shocker Volume 3: Strategic Marketing: Assessing and Formulating Strategy Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Strategic Marketing: Assessing and Formulating Strategy - V. Kumar Diagnosing the Product Portfolio Strategic Planning and Marketing: Time for a Constructive Partnership - Yoram Wind Analytical Approaches to Strategic Market Planning Marketing Theory with a Strategic Orientation - Robin Wensley Tough Questions for Developing Strategies Using Price Discounts as a Competitive Weapon - Adrian Ryans Assessing Advantage: A Framework for Diagnosing Competitive Superiority - Robin Wensley Deciding How to Compete Strategic Channel Design - Erin Anderson and V. Kasturi Rangan Achieving Advantage with a New Dominant Logic Hazards of Generalized Strategy Prescriptions Maintaining the Competitive Edge: Creating and Sustaining Advantage in Dynamic Competitive Environment Signaling to Competitors - Oliver Heil and David Reibstein Market Strategies and Theories of the Firm - Robin Wensley Putting PIMS Into Perspective: Enduring Contributions to Strategy Questions Managing Brands in Global Markets - David Reibstein Evaluating Strategic Alternatives Perspectives of Other Scholars Commentary on George S. Day - Paul W. Farris Commentary on George S. Day - Robin Wensley Commentary on George S. Day - Venkatesh Shankar V. Kumar interviews George S. Day Interview of George S. Day - V. Kumar Volume 4: Strategic Marketing: Organizational Orientation and Capabilities Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Strategic Marketing: Organizational Orientation and Capabilities - Frederick Webster, Jr Marketing′s Contribution to the Strategy Dialogue Domains of Ignorance: What Marketers Need to Know - Katherine E. Jocz and H. Paul Root Capabilities of Market-Driven Organizations Continuous Learning About Markets Harnessing the Marketing Information Revolution: Towards the Market Driven Learning Organisation - Rashi Glazer What Does It Mean to be Market-Driven? Organizing for Interactivity Managing Marketing Relationships Aligning Organization to the Market Misconceptions about Market Orientation Creating a Market-driven Organization Managing the Market Learning Process Creating a Superior Customer Relating Capability Capitalizing on the Internet Opportunity - Katrina F. Bens Aligning the Organization with the Market The Path to Customer Centricity - Denish Shah, Roland T. Rust, A Parasuraman and Richard Staelin Closing the Marketing Capabilities Gap An Outside In Perspective to Strategy: Step Outside to See what’s Important - Christine Moorman Perspectives of Other Scholars Commentary on George S. Day - Ajay K. Kohli Commentary on George S. Day - Philip Kotler Frederick Webster, Jr interviews George S. Day Interview of George S. Day - Frederick Webster, Jr Volume 5: Strategic Management Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Strategic Management - Paul J.H. Schoemaker Evaluating Business Strategies Valuing Market Strategies - Liam Fahey Putting Strategy into Shareholder Value Analysis - Liam Fahey Finding Value in Strategies - Liam Fahey Peripheral Vision: Sensing and Acting on Weak Signals - Paul Schoemaker Driving Through the Fog: Managing at the Edge - Paul Schoemaker Extended Intelligence Networks: Minding and Mining the Periphery - Paul J.H. Schoemaker, and Scott A. Snyder Scanning the Periphery - Paul J.H. Schoemaker Leading the Vigilant Organization - Paul J.H. Schoemaker Seeing Sooner: Scan for Weak Signals from the Periphery - Paul J.H. Schoemaker Are You a ‘Vigilant Leader’? - Paul J.H. Schoemaker How to Make Sense of Weak Signals - Paul J.H. Schoemaker Why We Miss the Signs - Paul J.H. Schoemaker Integrating Organizational Networks, Weak Signals and Strategic Radars and Scenario Planning - Paul J.H. Schoemaker and Scott A. Snyder Regaining Relevance: The outside-in Turnaround - Christine Moorman An outside-in approach to resource-based theories Perspectives of Other Scholars Commentary on George S. Day - Liam Fahey Commentary on George S. Day - Rajan Varadarajan Paul Schoemaker interviews George S. Day Interview of George S. Day - Paul Schoemaker Volume 6: Innovation and Growth Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Innovation and Growth - Gerard J. Tellis Using Attitude Change Measures to Evaluate New Product Introductions A Strategic Perspective on Product Planning The Perils of High Growth Markets - David A. Aaker Setting the Growth Direction New Directions for Corporations: Conditions for Successful Renewal Enhancing the Ideation Capability Strategies for Surviving a Shakeout Enhancing New Product Development Performance: An Organisational Learning Perspective (with Marjori E. Adams and Deborah Dougherty) Avoiding the Pitfalls of Emerging Technologies - Paul J.H. Schoemaker Shakeouts in Digital Markets: Lessons from B2B Exchange - Adam J. Fein & Gregs Ruppersberger Feeding the Growth Strategy Which Way Should You Grow? Is it Real? Can We Win? Is It Worth It? Managing Risk and Reward in Innovation Portfolios Innovating in Uncertain Markets: Ten Lessons for Green Technologies - Paul J.H. Schoemaker Perspectives of Other Scholars Commentary on George S. Day - Christine Moorman Commentary on George S. Day - Mohan Sawhney Gerard J. Tellis interviews George S. Day Interview of George S. Day - Gerard J. Tellis Volume 7: Marketing In the Firm and Society Appendix of Sources Series Introduction - Jagdish N. Sheth Set Introduction - Jagdish N. Sheth Volume Introduction: Marketing In the Firm and Society - David Reibstein A Guide to Consumerism - David Aaker Corporate Responses to Consumerism Pressure - David Aaker Information Disclosure and Consumer Behavior: An Empirical Evaluation of Truth in-lending” - William K. Brandt Consumer Research and the Evaluation of Information Disclosure Requirements: The Case of Truth in Lending - William K. Brandt Full Disclosure of Comparative Performance Information to Consumers: Problems and Prospects Information Disclosure and Consumer Credit Knowledge: A Longitudinal Analysis - William K. Brandt and Terry Deutscher Assessing the Effects of Information Disclosure Requirements When Do the Interests of Academics and Managers Converge? Marketing′s Contribution to the Strategy Dialogue Reinventing Marketing in the Digital Era Aligning the Organization with the Market Using the Past as a Guide to the Future: Reflections on the History of the Journal of Marketing Charting New Directions for Marketing - David B. Montgomery A Tribute to Peter Drucker - Jenny Darroch and Stern Slater Is Marketing Academia Losing Its Way? - David J. Reibstein and Jerry Wind Looking Into Marketing’s Future - Samantha Howland and Roch Parayre The CMO and the Future of Marketing - Robert Malcolm Jerry Wind on the Future of Marketing: Tracing the Evolution of His Thinking Perspectives of Other Scholars Commentary on George S. Day - William L. Wilkie Commentary on George S. Day - Robert Malcolm Commentary on George S. Day - Valarie Zeithaml David Reibstein interviews Jacob Jacoby Interview of Jacob Jacoby - David Reibstein