More Details about Legends in Marketing: Kent B Monroe: Seven-Volume Set

General Information  
Author(s)Jagdish N Sheth
PublisherSAGE Publications India Pvt Ltd
Publish YearJune 2011


The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past 100 years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by 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 third set in the series, consisting of 7 volumes, is a tribute to Professor Monroe, known as one of the Deans of Pricing teaches among other areas, Pricing Strategy, Tactics, Marketing Management and Research Method. His research areas include Behavioural Pricing and Consumer Shopping Behavior.

The volumes in the set include:

1: Processing of Price Information
2: Comparative Price Advertising
3: The Price-Quality-Value Relationship
4: Price Fairness
5: Research in Consumer Behavior
6: Models, Theory, and Methods
7: Pricing Management and Practice