Legends in Marketing Jagdish N. Sheth Volume 5: Managerial Marketing: The Early Years

Set Introduction Volume Introduction Articles on Innovation Consumer Resistance to Innovation: The marketing problem and solution (with S. Ram) Psychology of Innovation Resistance: The less developed concept (LDC) in diffusion research Articles on Marketing Mix Time Oriented Advertising: A content analysis of United States magazine advertising 1890-1980 (with Barbara L. Gross) Measurement of Advertising Effectiveness: Some theoretical considerations An Attitude-Behavior Framework for Distribution Channel Management (with Gary L. Frazier) Advertising's Image-U.S. and Yugoslavia (with Milan Smiljanich) Strategic Marketing Winning Again in the Market Place: Nine strategies for revitalizing mature products (with Glenn Morrison) A Margin-Return Model for Strategic Market Planning (with Gary L Frazier) A Strategy Mix Model for Planned Social Change (with Gary L Frazier) Political Marketing A Review of Political Marketing (with Bruce I Newman) Perspectives of Other Scholars Jagdish N Sheth: A giant among marketing scholars Jagdish N Sheth: A mentor and a guide Jagdish N Sheth: Contributions and the contributor Jagdish N Sheth: A tribute Can Uslay Interviews Jagdish N Sheth I Want To Give Whatever I Have Earned Back to the Marketing Discipline About the Editors and Contributors