Legends in Marketing

Edited by: James Agarwal, Haskayne School of Business, University of Calgary, Canada

Volume 2: Research Methodology: Research Design and Data Analysis

Edited by: Lan Wu, College of Business and Economics, California State University, Hayward, USA

Volume 3: Consumer Behavior: Information Processing and Decision Making

Edited by: Ashutosh Patil, Boston College, USA

Volume 4: Consumer Behavior: Attitude, Intention and Choice Behavior

Edited by: Tracey King, Kogod School of Business, American University, USA

Volume 5: Marketing Management and Policy

Edited by: Can Uslay, Argyros School of Business and Economics, Chapman University

Volume 6: International and Cross-Cultural Marketing

Edited by: Francis Ulgado, College of Management, Georgia Institute of Technology, USA

Volume 7: Marketing of Services: Retailing and Health Care

Edited by: Charla Mathwick, School of Business, Portland State University, USA

Volume 8: Ethics, Quality of Life, and Pedagogy

Edited by: Gina Miller, Stetson School of Business and Economics, Mercer University, Atlanta, USA

Volume 9: MIS, Technology and Marketing

Edited by: Sung Kim, University of Wisconsin-Madison, USA and Alka Citrin, College of Management, Atlanta, USA