Research Traditions in Marketing

Foreword: Divergence: a Source of Creative Thinking; A. Bultez. Preface: The Conference and the Genesis of this Book; G. Laurent, G.L. Lilien, B. Pras. Quantitative Papers: Marketing Models: Past, Present and Future; G.L. Lilien. Comments; D.G. Morrison, A.S.C. Ehrenberg. Reply; G.L. Lilien. Marketing Science's Pilgrimage to the Ivory Tower; H. Simon. Comments; J.D.C. Little, L.M. Lodish, J.R. Hauser, G.L. Urban, L.J. Parsons, E. Gijsbrechts, P.S.H. Leeflang, D.R. Wittink. Theory of Well-Based Results: which Comes First? A.S.C. Ehrenberg. Comments; A.C. Bemmaor, J.R. Rossiter, D.C. Schmittlein. Reply; A.S.C. Ehrenberg. Diagnosing Competition: Developments and Findings; P.H.S. Leeflang, D.R. Wittink. Comments; P. Vanden Abeele, R. Wensley. Productivity versus Relative Efficiency in Marketing: Past and Future? L.J. Parsons. Comments; A.R. Thurik. Modeling the Diffusion of New Durable Goods: Word-of-Mouth Effect versus Consumer Heterogeneity; A.C. Bemmaor. Comments;F.M. Bass, V. Mahajan. Research on Modeling Industrial Markets; M.J. Brand, P.S.H. Leeflang. Comments; G.L. Lilien. Qualitative Papers: Scholarly Traditions and European Roots of American Consumer Research; H.H. Kassarjian. Comments; C. Derbaix, S.J. Levy. Cross-National Consumer Research Traditions; S.P. Douglas, M.A. Morrin, C.S. Craig. Comments; D. Midgley, J.C. Miller. The Markets as Networks Tradition in Sweden; J. Johanson, L.-G. Mattsson. Comments; D.T. Wilson. Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches; K.E.K. Möller. Comments; G. Easton, G.L.Frazier. The Emerging Tradition of Historical Research in Marketing: History of Marketing and Marketing of History; F. Cochoy. Comments; T. Nevett. Reply; F. Cochoy. Metaphor at Work; C. Van den Bulte. Comments; S.D. Hunt, A. Menon. Reply; C. Van den Bulte.