Legends in Marketing: Gerald Zaltman

1. Auflage 2018
ISBN: 978-93-5280-664-5
Verlag: SAGE Publications

Buch, Englisch, 2112 Seiten, Format (B × H): 184 mm x 241 mm, Gewicht: 5905 g

Reihe: Legends in Marketing

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 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 eleventh set in the series, consisting of five volumes, is a tribute to Gerald Zaltman.

Professor Zaltman is the Joseph C. Wilson Professor Emeritus at the Harvard Business School, Massachusetts, and a founding partner in Olson Zaltman Associates, a market research and marketing consulting firm with clients around the globe. Professor Zaltman received his AB degree from Bates College, Maine, his MBA degree from The University of Chicago, and his PhD in Sociology from the Johns Hopkins University, Maryland. He has taught at the University of Alaska, Northwestern University (Illinois), the University of Pittsburgh, and Harvard University. At Harvard University, he was a member of Harvard’s interdisciplinary Mind, Brain, Behavior Initiative which sought to integrate advances in scientific thinking across the university. He also served on its steering committee. Additionally, he was the co-director, with Professor Stephen M. Kosslyn, of the Harvard Business School’s Mind of the Market Laboratory where pioneering work was done on the Zaltman Metaphor Elicitation Technique and on the application of cognitive neuroscience in marketing including brain imaging and implicit association testing.

Professor Zaltman is the author or editor of over 20 books, many of which have been published in several languages. He is a frequent contributor to scholarly and professional journals. Professor Zaltman has received numerous professional awards and honors. He is a past president of the Association for Consumer Research and has served on several editorial boards in marketing and the social sciences. Professor Zaltman has held three U.S. patents related to market research tools including the first patent ever granted for a research tool in marketing. He is actively sought after as a consultant and speaker around the globe.

The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is a past president of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of the APA. Professor Sheth is the coauthor of the Howard–Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969.

Volumes in this set:

Volume 1: Planned Social Change and the Diffusion of Innovation

Editor: Christine Moorman

Volume 2: Zaltman Metaphor Elicitation Technique

Editor: Robin Coulter

Volume 3: Consumer Behavior Research

Editor: Melanie Wallendorf

Volume 4: Marketing Management

Editor: Luc Wathieu

Volume 5: Marketing Theory

Editor: Manjit S. Yadav

Autoren/Hrsg.

Sheth, Jagdish N.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

VOLUME 1: Planned Social Change and the Diffusion of Innovation
Appendix of Sources
Legends in Marketing
Legends in Marketing: Gerald Zaltman
Volume Introduction: Double Agent for Change: Jerry Zaltman’s Contributions to Planned Social Change and the Diffusion of Innovations
Marketing Inference in the Behavioral Sciences - Gerald Zaltman

Child Feeding Practices, Communication Behavior and Education in Costa Rica - Gerald Zaltman, Juan Altwood and Graciela Carrillo

On the Nature of Innovations - Gerald Zaltman and Nan Lin

Social Marketing: An Approach to Planned Social Change - Philip Kolter and Gerald Zaltman

Health Service Marketing: A Suggested Model - Gerald Zaltman and Ilan Vertinsky
Extracts from Creating Social Change - Gerald Zaltman, Philip Kotler and Ira Kaufman

Extracts from Innovations and Organizations - Gerald Zaltman, Robert Duncan and Jonny Holbek

Extracts from Processes and Phenomena of Social Change - Gerald Zaltman
Broadening Concepts of Consumer Behavior - Brian Sternthal and Gerald Zaltman

Strategies for Diffusing ‘Social’ Innovations’ - Gerald Zaltman

The Broadened Concept: Toward a Taxonomy of Consumption Situations - Brian Sternthal and Gerald Zaltman
Extracts from Marketing, Society, and Conflict - Sidney Levy and Gerald Zaltman

Extracts from Dynamic Educational Change - Gerald Zaltman, David H. Florio and Linda A. Sikorski

Extracts from Strategies for Planned Change - Gerald Zaltman and Robert Duncan

Social Marketing and a Consumer Based Theory of Marketing - Gerald Zaltman and Pol Jacobs

Client and Agency Requirements in the Design of Consumerism Programs - Gerald Zaltman and Allan D. Shocker
Toward A Theory of Planned Social Change: Alternative Perspectives and Ideas - Robert F. Rich and Gerald Zaltman

Knowledge Utilization as Planned Social Change - Gerald Zaltman

Theory-in-Use Among Change Agents - Gerald Zaltman
Perspectives of Other Scholars
Marketing’s Debt to a Prime Mover in Social Marketing: - Richard P. Bagozzi

Social Marketing, Social Change and Metaphor Elicitation: The Zaltman Legacy: - Alan R. Andreasen

An Essay about Jerry Zaltman’s Contributions: - Philip Kotler

Marketing Health Services: Reflections on the Making of a Model: - Ilan Vertinsky

Appreciating Gerald Zaltman: - Nan Lin

Interview
Christine Moorman interviews Jerry Zaltman
VOLUME 2: Zaltman Metaphor Elicitation Technique
Appendix of Sources
Legends in Marketing
Legends in Marketing: - Gerald Zaltman

Volume Introduction: The Zaltman Metaphor Elicitation Technique: - Robin A. Coulter

Seeing the Voice of the Customer: The Zaltman Metaphor Elicitation Technique - Gerald Zaltman and Robin Higie

Amidword: Anthropology, Metaphors & Cognitive Peripheral Vision - Gerald Zaltman

Seeing the Voice of the Customer: Metaphor-Based Advertising Research - Gerald Zaltman and Robin Higie Coulter

Metaphorically Speaking - Gerald Zaltman

Rethinking Market Research: Putting People Back In - Gerald Zaltman

Seeing through the Customer’s Eyes with Computer Imaging - Gerald Zaltman and Linda J. Schuck

Consumer Researchers: Take a Hike! - Gerald Zaltman

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique - Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Interviewing the Mind/Brain: Response Latency and Neuroimaging - Gerald Zaltman

Come to Think of It - Gerald Zaltman

A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm - Fred W. Mast and Gerald Zaltman

How to Think Deeply - Gerald Zaltman and Lindsay Zaltman

Foundations of Deep Metaphors - Gerald Zaltman and Lindsay Zaltman

Metaphor in Advertising - Gerald Zaltman and Dara MacCaba

Perspectives of Other Scholars
Grounding ZMET in the Qualitative Research Paradigm: - Alladi Venkatesh

Casting a Wide and Wonderful Net: - Elizabeth Hirschman

ZMET in the World of Business: - Jerry Olson

Interview: Zaltman on ZMET: - Robin A. Coulter

VOLUME 3: Consumer Behavior Research
Appendix of Sources
Legends in Marketing
Legends in Marketing: Gerald Zaltman
Volume Introduction: Overview of Jerry Zaltman’s Contributions to Consumer Behavior: The Deep Meaning of a Career Revealing Insights about People - Melanie Wallendorf

I: Gerald Zaltman’s Contributions: Bringing New Ideas into Consumer Behavior Research
Extracts from Marketing: Contributions from the Behavioral Sciences Gerald Zaltman Metatheory in Consumer Behavior Research: Rap Session Position Paper - Gerald Zaltman, Reinhard Angelmar and Christian Pinson

Theories of Diffusion - Gerald Zaltman and Ronald Stiff

Sociology: The Missing Chunk or How We've Missed the Boat - Gerald Zaltman and Melanie Wallendorf

The Science of Marketing, and Marketing as Science - Thomas V. Bonoma and Gerald Zaltman

Extracts from Consumer Behavior: Basic Findings and Management Implications - Gerald Zaltman and Melanie Wallendorf

Presidential Address - Gerald Zaltman

Fellow’s Award Speech: One Mega and Seven Basic Principles for Consumer Research - Gerald Zaltman

Applications of cognitive neuroscience in Consumer Behavior - Steven Kosslyn, Kathryn Braun and Gerald Zaltman

Lessons Learned during a Career - Gerald Zaltman

II: Gerald Zaltman’s Contributions: Developing a Behavioral Perspective on Organizational Buyer Behavior
Organizational Buying Behavior: Hypotheses and Directions - Gerald Zaltman and Thomas V. Bonoma

Extracts from Industrial Buying Behavior - Thomas V. Bonoma, Gerald Zaltman and Wesley Johnston

The Dyadic Paradigm with Specific Application toward Industrial Marketing - Thomas V. Bonoma, Richard Bagozzi and Gerald Zaltman

Measuring Multiple Buying Influences - Ajay Kohli and Gerald Zaltman

Influence Strategies in Buying Centers - R. Venkatesh, Ajay Kohli and Gerald Zaltman

III. Gerald Zaltman’s Contributions: Consumer Metaphors and Thinking
Extracts from Backward Framing through Memory Reconstruction - Kathryn A. Braun and Gerald Zaltman

Eliciting Mental Models through Imagery - Gerald Zaltman

Extracts from How Customers Think: Essential Insights Into the Mind of the Market - Gerald Zaltman
Memory Change: An Intimate Measure of Persuasion - Kathy Braun-Latour and Gerald Zaltman

Perspectives of Other Scholars
Reflections on Gerald Zaltman’s contributions to bringing new ideas into consumer behavior research - Vince Barabba

Reflections on Gerald Zaltman’s contributions to developing a behavioral perspective on Industrial Buyer Behavior - Wesley Johnston

Reflections on Gerald Zaltman’s contributions to research on consumer metaphors and thinking - Kathryn Braun LaTour

Interview with Gerald Zaltman Melanie Wallendorf
VOLUME 4: Marketing Management
Appendix of Sources
Legends in Marketing
Legends in Marketing: - Gerald Zaltman

Volume Introduction: What Jerry is Telling Us about Marketing Management
Culture and Market Communication - Gerald Zaltman

Signs and the Sharing of Meaning
Ethics in Marketing Research: Their Practical Relevance - Alice M. Tybout and Gerald Zaltman

Targeting Prospects for a New Product - Philip Kotler and Gerald Zaltman

The Lack of Heresy in Marketing - Gerald Zaltman and Thomas V. Bonoma

The True Customers of Market Research - Vincent P. Barabba
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations - Christine Moorman, Gerald Zaltman and Rohit Deshpande

Ignorance, Knowledge, Wisdom and Questioning in the Development of Decision Maker’ Theories - Gerald Zaltman and Richard Staelin
Factors Affecting Trust in Market Research Relationships - Christine Moorman, Rohit Deshpande and Gerald Zaltman

The Human Element in Marketing Strategy–A Look at the Creative and Subjective Side - Das Narayandas and Jerry Zaltman

These Catepillars Foreshadow Great Butterflies - Luc Wathieu and Gerald Zaltman

Rooting Marketing Strategy in Human Universals - Luc Wathieu, Yu Liu and Gerald Zaltman
What Do “Really Good” Managers and “Really Good” Researchers Want of One Another? - Lindsay Zaltman, Olson Zaltman and Gerald Zaltman

Perspectives of Other Scholars
Thinking Expansively: Reflections on Jerry Zaltman - Debbie MacInnis
Jerry Zaltman as Co-Author of Life Stories - Daniel C. Smith

Personal Reflections on Jerry Zaltman’s Influence - Christian Pinson

VOLUME 5: Marketing Theory
Appendix of Sources
Legends in Marketing
Legends in Marketing: - Gerald Zaltman
Volume Introduction: Theory Construction and Knowledge Use - Manjit S. Yadav

Overview of Issues
Metatheory and Consumer Research - Gerald Zaltma, Christian R.A. Pinson and Reinhard Angelmar

Points of View - Gerald Zaltman, Karen Lemasters and Michael Heffring

Current Issues in Philosophy of Science: Implications for the Study of Marketing - William J. Sauer, Nancy Nighswonger and Gerald Zaltman
Reflections on Thinking
Being Interesting - Gerald Zaltman, Karen Lemasters and Michael Heffring

Breaking Out of the Box: Meaning and Means - Gerald Zaltman
The Lack of Heresy in Marketing - Gerald Zaltman and Thomas V. Bonoma

The Sociology and Psychology of Comfort Zones - Gerald Zaltman and Linda Price

Thinking Mechanics
Causality - Gerald Zaltman, Karen Lemasters and Michael Heffring

Deductive and Inductive Thinking - Gerald Zaltman, Karen Lemasters and Michael Heffring

Building Theory
The Nature of Concepts
An Examination of Concept Validity - Reinhard Angelmar, Gerald Zaltman and Christian Pinson

Validity Importance in Consumer Research: Some Pragmatic Issues - Allen D. Shocker and Gerald Zaltman

The Nature of Propositions
Theories
Constructing Theories-in-Use
Thinker Toys: Concepts, Propositions, and Theories
Book Review: On Becoming a Social Scientist: From Survey Research and Participant Observation to Experiential Analysis - Robert A. Peterson and Roger A. Kerin

Foreword to Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory - Gerald Zaltman

Assessing Theories
Evaluating Theories
How Do We Know We Know: Reality Tests
Evaluating Theory
Uses of Theories
The Nature of Explanation
The Nature of Prediction
Metacriteria for Control
Perspectives of Other Scholars
Gerald Zaltman’s Contributions to Theory Development and Knowledge Use - Ajay K. Kohli

Gerald Zaltman: Contributions on Theory Development and Knowledge Use - Rohit Deshpande

The Zaltman School: The Playbook and Its Implications for Scholars - Bernard J. Jaworski

Interview
Manjit Yadav Interviews - Gerald Zaltman

Über Autor(innen)

Sheth, Jagdish N.
Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology.

Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited.

Professor Sheth’s accolades include “Outstanding Marketing Educator,” an award presented by the Academy of Marketing Science, the “Outstanding Educator” award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award.

In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association.

Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth’s most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A’s of Marketing.