Marketing as a discipline has been in existence for close to a hundred years. As an integral function of business, it has actually been in existence for as long as business itself. Thsi title provides insight and historical perspective into some of the marketing thinkers of the 20th century.

VOLUME 1 Volume Introduction: The contributions of a legendary marketing researcher: observations of a "Shishya," colleague and co-author - James Agarwal Conjoint Analysis A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Preference Models (with A K Jain, F Acito and V Mahajan) Structural Reliability and Stability of Nonmetric Conjoint Analysis Improving Prediction Power of Conjoint Analysis by Constrained Parameter Estimation (with V Srinivasan and A K Jain) An Approach to the Measurement of Consumer Preferences Using Limited Information Analyzing Marketing Research Data with Incomplete Information on the Dependent Variable A Field Validation Study of Conjoint Analysis Using Selected Mail Survey Response Rate Facilitators (with D B Lund and A E Smith) Standardization versus Customization in International Marketing: An investigation using bridging conjoint analysis (B Imad Baalbaki) Multidimensional Scaling and Correspondence Analysis Validity and Structural Reliability of Multidimensional Scaling The Robustness of MDS Configurations in the Face of Incomplete Data (with A K Jain and C Pinson) On the Effects of Fatigue on Judgments of Interproduct Similarity Overcoming the Attribute Prespecification Bias in International Marketing Research by Using Nonattribute Based Correspondence Analysis (Charles Betsy) Correspondence Analysis: Methodological Perspectives, Issues and Applications (with Charles Bestsy and Can Uslay) Perspective of other Scholars Naresh K Malhotra: A legendary researcher, cohort and colleague - Wayne S DeSarbo Naresh K Malhotra's JMR Contributions - Joel Huber Naresh K Malhotra: My best student, bright shining star and a true marketing legend - Arun K Jain Naresh K Malhotra: A commentary - Vithala R Rao James Aggarwal interviews Naresh K Malhotra Legendary Contributions to Conjoint Analysis, Multidimensional Scaling and Life Itself VOLUME 2 Volume Introduction: Naresh K Malhotra: A true marketing legend, my professor and co-author - Lan Wu Measurement and Validation A Scale to Measure Self Concepts, Person Concepts and Product Concepts On the Construct Validity of Intrinsic Sources of Personal Relevance Assessing the Reliability and Validity of International Secondary Data Used to Design Competitive Strategies for Global Marketing (with Mark Peterson and Susan B Kleiser) Discrete Choice Models A Comparison of the Predictive Validity of Procedures for Analyzing Binary Data The Use of Linear Logit Models in Marketing Research Testing the Homogeneity of Segments for Estimating Disaggregate Choice Models Estimating Models with Binary Dependent Variables: Some theoretical and empirical observations (with G Gessner, W Kamakura and M E Zmijewski) Structural Equation Modeling and Related Techniques Multilevel Generalized Structured Component Analysis (with Heungsun Hwang, Yoshio Takane) A Comparative Study on Parameter Recovery of Three Approaches to Structural Equation Modeling (with Heungsun Hwang, Youngchan Kim, Marc Tomiuk and Sungjin Hong) Review and Prognosis The State-of-the-Art in Marketing Research Some Observations on the State of the Art in Marketing Research Shifting Perspective on the Shifting Paradigm in Marketing Research Methodological Issues in Cross-Cultural Marketing Research: A state-of-the-art review (with James Agarwal, James and Mark Peterson) Marketing Research: A state-of-the-art review and directions for the twenty-first Century (with Mark Peterson and Susan Kleiser) Marketing Research in the New Millennium: Emerging issues and trends (with Mark Peterson) Helping Marketing Research Earn a Seat at the Table for Decision-Making: An assessment and prescription for the future (with Mark Peterson and Can Uslay) Perspectives of Other Scholars Naresh K Malhotra: Advancing the developments in research methodology - Michael Houston Naresh K Malhotra: An important influence in my early career - Wagner Kamakura Naresh K Malhotra: Reflections on seminal contributions to the research design and methodology literature - Robert A. Peterson Naresh K Malhotra: From A doctoral student to a marketing legend - Brian Ratchford Lan Wu Interviews Naresh K Malhotra Research Design Insights from a Legendary Methodologist VOLUME 3 Volume Introduction: Naresh K Malhotra: a marketing legend, a great mentor and one who has significantly impacted my life! - Ashutosh R Patil Information Over Load The Information Load Controversy: An alternative viewpoint (with Arun Jain and Stephen Lagakos) Information Load and Consumer Decision Making Reflections on the Information Overload Paradigm in Consumer Decision Making Information and Sensory Overload in Psychology and Marketing Cognitive Styles Cognitive Styles: A new approach to market segmentation (with Christian Pinson and Arun Jain) Extremity of Judgment and Personality Variables (with Arun Jain and Christian Pinson) Cognitive Differentiation in Consumer Product Judgments (with Christian Pinson and Arun Jain) Consumer Cognitive Styles and Consumer Behaviour: Illustrations and Preliminary Conclusions (with Christian Pinson and Arun Jain) Consumer Cognitive Styles (with Christian Pinson and Arun Jain) Consumer Cognitive Complexity and the Dimensionality of Multidimensional Scaling Configurations (with Arun Jain, Ashutosh Patil, Christian Pinson and Lan Wu) Information Search, Processing and Decision Making Multi-Stage Information Processing Behaviour: An experimental investigation On Individual Differences in Search Behaviour for a Nondurable An Information Processing Model of Consumer Behaviour: Conceptualization, framework and propositions (with Daniel McCort) Perspectives of Other Scholars Naresh K Malhotra: A remarkable career and contributions - Richard P Bagozzi Naresh K Malhotra: Celebrating his work and person - Dawn Iacobucci Naresh K Malhotra: A renaissance scholar - Robert Meyer Naresh K Malhotra: A legend and a friend - Kent B Monroe Ashutosh R. Patil Interviews Naresh K Malhotra Processing the Research Behaviour of a Legendary Consumer Behaviourist VOLUME 4 Volume Introduction: Naresh K Malhotra: A marketing legend and an accomplished, diligent and productive scholar who has motivated many others - Tracey M King Attitude, Affect and Intentions Measuring the Appraisal of Ad-Based Affect with Ad-Promises (with Mark Peterson) A Cross-Cultural Comparison of Behavioural Intention Models: Theoretical consideration and an empirical investigation (with Daniel McCort) The Conceptualization of Affective Experiences: Theoretical foundations and cross-cultural extensions (with Tracey King) Integration of Attitude and Affect: An integrated model of preference, intention and choice (with James Agarwal) Attitude & Affect: New frontiers of research in the twenty-first century Choice Behavior Self Concept and Product Choice: An integrated perspective Customer Loyalty as a Construct in the Marketing of Banking Services (with Arun Jain and Christian Pinson) Relationship Marketing, Customer satisfaction and Loyalty: A theoretical and empirical analysis from an Asian perspective and implications for international marketing (Nelson Ndubisi and Chan Wah) Cognitive Processes Determinants of Price Dependency: Personal and perceptual factors (with Michael Etgar) Mnemonics in Marketing: A pedagogical tool Categorization: A review and an empirical investigation of the evaluation formation process (with Gina L Miller and Tracey M King) Perspectives of Other Scholars Naresh K Malhotra: An academic gold medalist - Merrie L Brucks Naresh K Malhotra: One of the big influences on my research - Wayne D Hoyer Naresh K Malhotra: A renaissance man and one of our most admired scholars - Debbie MacInnis Naresh K Malhotra: A prolific and innovative researcher - Hanumantha Rao Unnava Naresh K Malhotra: A true marketing legend - Aric Rindfleisch Tracey M. King Interviews Naresh K Malhotra The Attitudinal, Intentional and Behavioural Influence of a Marketing Legend VOLUME 5 Volume Introduction: Naresh K Malhotra: a legendary scholar, marketing guru, professor, mentor and co-author - Can Uslay Marketing Management A New Product Growth Model with a Dynamic Market Potential (with Vijay Mahajan, Robert Peterson and Arun Jain) Analytical Market Segmentation in Non-business Situations: Marketing the energy audit in U.S.A. Emerging Issues in Sales Forecasting and Decision Support Systems (with Essam Mahmoud and Gillian Rice) A Stakeholder Perspective on Relationship Marketing: Framework and propositions (with James Agarwal) Public versus Private Complaint Behaviour and Customer Defection in Malaysia: Appraising the role of moderating factors (with Nelson Ndubisi and James Agarwal) Marketing Policy Marketing Reform: The case of excessive buying (with Lan Wu and Fred Allvine) Aggressive and Predatory Pricing: Insights and empirical examination in the airline industry (with Ashutosh Dixit, Gregory Gundlach and Fred Allvine) Predatory Pricing and Marketing Theory: Applications in business-to-business context and beyond (with Can Uslay and Fred C Allvine) Business-to-Business Marketing The Decision Making Process of Small Business for Microcomputers and Software Selection Usage (with Essam Mahmoud) Commentary on "The Essence of Business Marketing Theory, Research and Tactics: Contributions by the Journal of Business-to-Business Marketing," by Lichtenthal, Mummalaneni and Wilson: A Paradigm shift and prospection through expanded roles of buyers and Commentary: Relative presence of business-to-business research in the marketing literature: the demand-oriented path forward (with Can Uslay) Marketing Discipline The Impact of the Academy of Marketing Science on Marketing Scholarship: An analysis of the research published in JAMS The Past Present and Future of the Marketing Discipline Perspectives of Other Scholars Naresh K Malhotra: A friend and scholar to admire - Thomas C Kinnear Naresh K Malhotra on Marketing Management - David J. Reibstein Naresh K Malhotra: Seminal contributions to marketing management - David W Stewart Naresh K Malhotra: Malhotra's Wisdom - Arch G Woodside Can Uslay Interviews Naresh K Malhotra The Past, Present and the Future of the Marketing Discipline as Seen by a Marketing Legend VOLUME 6 Volume Introduction Theoretical, Conceptual and Methodological Foundations Internationalization and Entry Modes: Multi-theoretical framework and research propositions (with James Agarwal and Francis Ulgado) An Overview of the First 21 Years of Research in the International Marketing Review, 1983-2003 (with Lan Wu and Jeryl Whitelock) Administration of Questionnaires for Collecting Quantitative Data in International Marketing Research International Market Segmentation and Trading Blocs EC: One market or many? An Assessment of the Degree of Homogeneity Within the European Community (with Imad Baalbaki, James Agarwal and John McIntyre) The Marketing Management Bases for International Market Segmentation: Research propositions and managerial implications (with Imad Baalbaki) Heterogeneity of Regional Trading Blocs and Global Marketing Strategies: A multicultural perspective (with James Agarwal and Imad Baalbaki) Does NAFTA Influence Mexico's Product Image? A Theoretical Framework and an Empirical Investigation in Two Countries (with James Agarwal and Terry Wu) Developing Countries Marketing Research for Services in Developing Countries: The use of unidimensional and multidimensional scaling A Methodology for Measuring Consumer Preferences in Developing Countries International Services Marketing: A comparative evaluation of the dimensions of service quality between developed and developing countries (with Francis Ulgado, James Agarwal and Imad Baalbaki) Dimensions of Service Quality in Developed and Developing Economies: Multi-country cross-cultural comparisons (with Francis Ulgado, James Agarwal, G. Shainesh and Lan Wu) Cross-Cultural Research Culture and Consumer Behavior: Toward an understanding of cross-cultural consumer behavior in international marketing (with Daniel McCort) Print Advertising at the Component Level: A cross-cultural comparison of the U.S. and Japan (with R.G. Javalgi and B.D. Cutler) Cross-Cultural Marketing Research in the Twenty-First Century A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An application using consumers' perceived service quality (with James Agarwal and Ruth Bolton) Perspectives of Other Scholars Naresh K Malhotra: A tribute to a legendary international marketing and cross-cultural researcher - John B Ford Naresh K Malhotra: A legend's approach characterized by integration, breaking new ground and scientific discovery approach - David. A Griffith Naresh K Malhotra: The theoretical, conceptual and methodological contributions of a legend to international marketing and cross-cultural research - Bodo B Schlegelmilch Naresh K Malhotra: Highlighting the contributions of a legendary international marketing and cross-cultural researcher - Jeryl Whitelock Naresh K Malhotra: A truly superlative academic career and seminal contributions to knowledge in international and cross-cultural marketing - Attila Yaprak Francis M. Ulgado Interviews Naresh K Malhotra Cross-Cultural and International Reflections of a Most Published Author and a Marketing Legend VOLUME 7 Volume Introduction: The seminal and pioneering contributions of Naresh K Malhotra to the marketing of services -- retailing and health care - Charla Mathwick and Neale Martin Retailing A Threshold Model of Store Choice Modeling of Store Choice Based on Censored Preference Data Marketing Classic Theater in a Competitive Market of Entertainment (with Mark Peterson) Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment (with Charla Mathwick and Edward Rigdon) The Effect of Dynamic Retail Experiences on Experiential Perceptions of Value: An internet and catalog comparison (with Charla Mathwick and Edward Rigdon) Health Care A Conjoint Analysis Approach to Health Care Marketing and Planning (with Arun Jain) Stochastic Modelling of Consumer Preferences for Health Care Institutions Marketing linen services to hospitals: a conceptual framework and an empirical investigation Market Segmentation and Strategic Growth Opportunities for Hospitals Hospital Marketing in the Changing Health Care Environment A Marketing Orientation to Modelling the Hospital Supplier Interface: A probabilistic Approach Health Care Marketing Warfare Decision Support Systems for Health Care Marketing Managers Segmenting Hospitals for Improved Management Strategy Perspectives of Other Scholars Naresh K Malhotra: A Legendary scholar and a gentleman - J Ronald and E Goldsmith Naresh K Malhotra: Healthcare marketing pioneer and legend - William R and Gombeski, Jr. Naresh K Malhotra: Seminal contributions to enhancing retailers' understanding of experiential value and store choice - Dhruv Grewal and Anne L Roggeveen Naresh K Malhotra: A true icon of marketing and a true legend - Peter McGoldrick Charla Mathwick Interviews Naresh K Malhotra Modeling the Retailing Insights of a Legendary Researcher Neale Martin Interviews Naresh K Malhotra A Health Care Marketing Pioneer, Most Published Author and Legend VOLUME 8 Volume Introduction: Dr. Malhotra: a marketing legend and a dedicated and nurturing mentor - Gina L. Miller Ethics Publications Ethical Issues in Marketing Managed Care (with Gina Miller) An Integrated Model for Ethical Decisions in Marketing Research (with Gina Miller) Social Responsibility and the Marketing Educator: A Focus on Stakeholders, Ethical Theories and Related Codes of Ethics (with Gina Miller) Ethics in Marketing Research: Current Issues and Suggested Guidelines (with James Agarwal) Quality of Life Comparative Marketing Measures of Societal Quality of Life: Substantive dimensions in 186 Countries (with Mark Peterson) Country Quality of Life and Foreign Direct Investments (with Mark Peterson and Judy Wagner) Global Marketing: Quality of life in OECD countries (with Mark Peterson) Country Segmentation Based on Objective Quality-of-Life Measures (with Mark Peterson) Consumer Well Being and Quality of Life: An Assessment and Directions for Future Research Pedagogy The Project Method Approach: An integrated teaching tool in marketing research (with Armen Taschian and Arun Jain) Designing an International Marketing Research Course: Framework and content integrating technology in marketing education: perspective for the new millennium Integrating Internet Technology in Marketing Research Education (with Ashutosh Dixit and Can Uslay) Chalkboards to Cybercources: The internet in marketing education (with Angeline Close and Ashutosh Dixit) Perspectives of Other Scholars Naresh K Malhotra: A commentary on his integrated model of marketing research ethics - Shelby D. Hunt Naresh K Malhotra: A socially responsible legend - O C Ferrell Naresh K Malhotra: A giant legend among marketing legends - M. Joseph Sirgy Naresh K Malhotra: The contributions to ethics of a marketing legend - Scott Vitell Gina L. Miller Interviews Naresh K Malhotra The Social Responsibility of a Legendary Researcher and Educator VOLUME 9 Volume Introduction: Break-through contributions to the interface of 'Management Information Systems, Technology and Marketing' - Sung Kim and Alka V Citrin MIS Adoption and Use Internet Users' Information Privacy Concerns (IUIPC): The construct, the scale and a causal model (with Sung Kim and James Agarwal) Predicting System Usage from Intention and Past Use: Scale issues in the predictors (with Sung Kim) A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Post-Adoption Phenomena (with Sung Kim) Two Competing Perspectives on Automatic Use: A theoretical and empirical comparison (with Sung Kin and Sri Narasimhan) Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research (with Sung Kim and Ashutosh Patil) Technology and Marketing Why Developing Societies Need Marketing Technology The Integration of Microcomputers in Marketing Research and Decision Making (with Armen Tashchian and Essam Mahmoud) The Marketing of Technology Oriented Products and Services: An integration of marketing and technology (with Alka Citrin and G. Shainesh) Unique Marketing Challenges at the Frontiers of Technology: An integrated perspective (with Can Uslay and Alka V. Citrin) Technology Transformation and Purposed Play: Model development and implications for high tech product development (with Timothy M. Quey) Perspectives of Other Scholars Naresh K Malhotra: Legendary contributions to the confluence of technology, globalization and marketing - Rajdeep Grewal Naresh K Malhotra: Multifarious contributions to information systems of an eminent scholar - Ram Narasimhan Naresh K Malhotra: A tribute to an interdisciplinary legend - Sridhar Narasimhan Naresh K Malhotra: His seminal contributions and impact on the information systems field - Detmar Straub Sung Kim Interviews Naresh K Malhotra The Pioneering Contributions of a Marketing Legend to Management Information Systems Alka Citrin Interviews Naresh K Malhotra The Technological Orientation of a Marketing Legend