Captures the essence of the most important contributions made in the field of Marketing in the past hundred years. This book focuses on the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

Volume 1: Organizational Buying Behavior Volume Introduction: Yoram (Jerry) Wind-Building the Foundation of Organizational Buying Behavior - Robert J. Thomas Organizational Buying Processes The Determinants of Industrial Buyer's Behavior A General Model for Understanding Organizational Buying Behavior (with Frederick E. Webster, Jr.) Emerging Models of Organizational Buying Processes (with Francesco M. Nicosia) Drivers of Organizational Buying Behavior Industrial Source Loyalty A Reward-Balance Model of Buying Behavior in Organizations Industrial Buying as Organizational Behavior: A Guideline for Research Strategy (with Frederick E. Webster, Jr.) The Organizational Buying Center Organizational Buying Center: A Research Agenda The Boundaries of Buying Decision Centers The Linking Pin Role in Organizational Buying Centers (with Thomas S. Robertson) Industrial Market Segmentation Industrial Market Segmentation (with Richard Cardozo) Industrial Market Segmentation under Conditions of Intra-Organizational Heterogeneity Industrial Market Segmentation Under Conditions of Intra-Organizational Heterogeneity Segmenting Industrial Markets (with Robert J. Thomas) Creative Insights on Markets of Organizations Market-Based Guidelines for Design of Industrial Products (with John F. Grashof and Joel D. Goldhar) Organizational Psychographics and Innovativeness (with Thomas S. Robertson) Organizational Cosmopolitanism and Innovativeness (with Thomas S. Robertson) Evolving Futures in Organizational Buying Behavior On the Study of Industrial Buying Behavior: Current Practices and Future Trends (with Frederick E. Webster, Jr.) Blurring the Lines: Is There a Need to Rethink Industrial Marketing? Organizational Buying Behavior in an Interdependent World (with Robert J. Thomas) Perspectives of Other Scholars The Influence of Jerry Wind on Organizational Buying Behavior - Wesley J. Johnston Perspectives on Yoram Wind's Contributions to Organizational Buying Behavior - Arch G. Woodside Organizational Buying Behavior: Where We Have Been and Where We Need to Go - Robert E. Spekman ROBERT J. THOMAS INTERVIEWS YORAM 'JERRY' WIND A Conversation with Yoram 'Jerry' Wind Volume 2: Consumer Behavior Volume Introduction: Yoram Wind-Research on Consumer Behavior - Barbara E. Kahn and Robert J. Meyer T he Study of Individual Differences in Behavior Based on Psychographic and Lifestyle Measures Incongruency of Socioeconomic Variables and Buying Behavior Life Style Analysis: A New Approach A Note on Measurement of Social-Psychological Belief Systems (with Paul E. Green and Arun K. Jain) Some Conceptual, Measurement, and Analytical Problems in Life Style Research (with Paul Green) On the Usage of "Modified" Personality Trait Measures in Consumer Research (with Kathryn E.A. Villani) Reflections on Creativity and Relevance of Consumer Research The Study of Relations among Preference Measures and Methods A Comparison of Three Brand Evaluation Procedures (with Joseph Denny and Arthur Cunningham) On the Measurement of Purchase Data: Surveys versus Purchase Diaries (with David Lerner) Intentions to Buy as Predictors of Buying Behavior (with Susan P. Douglas) On the Relationship between Knowledge and Preference (with Michael DeVita) The Study of Choice Processes for Menus and Product Bundles Consumer Menu Preference: An Application of Additive Conjoint Measurement (with Paul E. Green and Arun K. Jain) Benefit Bundle Analysis (with Paul E. Green and Arun K. Jain) Courtyard by Marriott: Designing a Hotel Facility with Consumer-based Marketing Models (with Paul E. Green, Douglas Shifflet and Marsha Scarbrough) Preference Measurement of Item Collections (with Paul E. Green and Arun K. Jain) The Study of Social Influence and Group Decision Making Multiperson Influence and Usage Occasions as Determinants of Brand Choice On the Interface Between Organizational and Consumer Buying Behavior Examining Family Role and Authority Patterns: Two Methodological Issues (with Susan P. Douglas) Sociology of Consumption and Trade-off Models in Consumer Public Policy (with Francesco M. Nicosia) Preference of Relevant Others and Individual Choice Models Francis S. Bournes's 'Retrospective Comment' on 'Group Influence in Marketing Perspectives of Other Scholars Jerry Wind: Mentoring a Doctoral Student in Consumer Behavior - John Deighton Dr. Jerry Wind: The Professor I Knew - Arun K. Jain Jerry Wind: My Colleague at Wharton - David Schmittlein Barbara E. Kahn and Robert J. Meyer Interview Yoram (Jerry) Wind Volume 3: Product & New Product Management Volume Introduction: Product and New Product Management - Vijay Mahajan Product and New Product Management Product Policy, Marketing and Corporate Management Integrating Financial Portfolio Analysis with Product Portfolio Models (with Vijay Mahajan) An Analytic Hierarchy Approach to the Allocation of Resources within a Target Product/Market/Distribution Portfolio (with Daniel Gross) Designing Product and Business Portfolios (with Vijay Mahajan) On the Use of Attitude Research in Product Policy (with Tyzoon Tyebjee) Toward a Change in the Focus of Marketing Analysis: From a Single Brand to an Assortment Positioning Analysis and Strategy Got Emotional Product Positioning? There's More to Positioning Than Just Features and Benefits (with Vijay Mahajan) Synthesizing New Ideas for New Product Development New-Product Diffusion From Theory to Practice (with Vijay Mahajan and Eitan Muller) Issues and Opportunities in New Product Development (with Vijay Mahajan) New Product Models: Practice, Shortcomings and Desired Improvements (with Vijay Mahajan) New Product Development Process: A Perspective for Reexamination (with Vijay Mahajan) New Product Forecasting Models: Directions for Research and Implementation (with Vijay Mahajan) Marketing Hype: A New Perspective for New Product Research and Introduction (with Vijay Mahajan) Innovation Diffusion Models of New Product Acceptance: A Reexamination (with Vijay Mahajan) Generation of New Product Ideas Perspectives of Other Scholars Yoram Wind on New Products: Synthesizing New Ideas for New Product Development - Eitan Muller and Arvind Rangaswamy Introduction to Jerry Wind's Legend Volume Article On Product Policy - Glen l. Urban Vijay Mahajan Interviews Yoram 'Jerry' Wind Moving Forward Volume 4: Marketing Strategy Volume Introduction: Marketing Strategy-The Contributions of Jerry Wind to Our Understanding of Marketing Strategy - David J. Reibstein Portfolio Analysis and Strategy Planning Product Line Strategy: A Matrix Approach (with Henry J. Claycamp) Stochastic Dominance Rules for Product Portfolio Analysis (with Vijay Mahajan and John W. Bradford) Marketing Applications of the Analytic Hierarchy Process (with Thomas L. Saaty) Product Portfolio Analysis and Decisions The Product Planning System Product Planning and the Changing Environment Marketing Strategy Analysis Marketing and Business Strategy Marketing and the Other Business Functions Marketing and Corporate Strategy Marketing Strategy: New Directions for Theory and Research (with Thomas S. Robertson) Preemptive Strategies Customerization: The Next Revolution in Mass Customization (with Arvind Rangaswamy) Marketing as an Engine of Business Growth: A Cross-Functional Perspective Empirical Generalizations in Marketing (with Frank M. Bass) Marketing Strategy Models (with Gary L. Lilien) The Future of Marketing Convergence Marketing (with Vijay Mahajan) Challenging the Mental Models of Marketing The Network Imperative: Community or Contagion? (with Paul Kleindorfer) International Marketing Comparative Methodology and Marketing Theory (with Susan Douglas) Old-Line Manufacturing Needs Better Marketing Perspectives of Other Scholars Jerry Wind's Contributions To Marketing Strategy - George S. Day Jerry Wind's Contributions to Empirical Generalizations in Marketing - Dominique M Hanssens Jerry Wind: The Tale of a Marketing Strategy Legend - Christine Moorman David Reibstein Interviews Yoram 'Jerry' Wind A conversation with Jerry Wind Volume 5: Market Segmentation Volume Introduction: Yoram Wind-Research on Market Segmentation - David R. Bell Segmentation Strategy as a Driver of Business Strategy Interproduct Household Loyalty to Brands (with Ronald E. Frank) Going to Market: New Twists for Some Old Tricks Issues and Advances in Segmentation Research Risk Return Approach to Product Portfolio Strategy (with Richard N. Cardozo) Segmentation Analytics and Implementation of Segmentation Schemes A New Procedure for Concept Evaluation Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies (with Elizabeth F. Dunn) Product-Marketing Planning Models: Concepts, Techniques, and Needed Development A Model for the Analysis of Asymmetric Data in Marketing Research (with Richard A. Harshman, Paul E. Green and Margaret E. Lundy) An Empirical Comparison of Standardized Portfolio Models (with Vijay Mahajan and Donald J. Swire) Segmentation as a General Principle Implications for Marketing Management of the Buyclass Framework (with Patrick J. Robinson) An Organizational Buying Behavior Model (with Frederick E. Webster) Implications for Marketing Strategy (with Frederick E. Webster) Toward Empirical Generalizations on Industrial Market Segmentation (with Robert J. Thomas) Industrial Product Diffusion by Market Segment (with Thomas S. Robertson and Cynthia Fraser) Market Segmentation (with David R. Bell) Customer-Driven Segmentation and Self-Selection to Segments of One Customerization: The Next Revolution in Mass Customization (with Arvind Rangaswamy) The Centaur Awakens (with Vijay Mahajan and Robert Gunther) Convergence Marketing Strategies (with Vijay Mahajan and Robert Gunther) A Marketing Perspective for Competitive Strategy Got Emotional Product Positioning? There's More to Positioning Than Just Features and Benefits (with Vijay Mahajan) Perspectives of Other Scholars Jerry Wind, Market Segmentation, and Marketing - Jehoshua Eliashberg A Tribute to Jerry Wind - Sunil Gupta Jerry Wind, B2B Segmentation, and the Ten Commandments Syndrome - Gary Lilien David R. Bell Interviews Yoram 'Jerry' Wind Segmentation Strategy as Business Strategy: Implementation, Context, and Trends Volume 6: Global Marketing Volume Introduction: Research on Global Marketing - Arun K. Jain Understanding Globalization of the Marketplace The Myth of Globalization (with Susan P. Douglas) Environmental Factors and Marketing Practices (with Susan P. Douglas) On the Meaning of Comparison: A Methodology for Cross-Cultural Studies (with Susan Douglas) Cross Cultural Analysis of Consumer Behavior Some Issues in International Consumer Research (with Susan Douglas) Comparative Consumer Research: The Next Frontier? (with Susan P. Douglas) Identifying Global Market Opportunities International Market Segmentation (with Susan P. Douglas) Selection of Global Target Markets: A Decision Theoretic Approach (with Susan Douglas and Patrick LeMaire) Multinational Tradeoff Segmentation (with Patrick J. Robinson) Implementing Global Marketing Strategies Guidelines for Developing International Marketing Strategies (with Susan P. Douglas and Howard V. Perlmutter) Research for Multinational Product Policy International Portfolio Analysis and Strategy: The Challenge of the 80s (with Susan Douglas Developing Marketing Expert Systems: An Application to International Negotiations (with Arvind Rangaswamy, Jehoshua Eliashberg and Raymond R. Burke) Window to the Future Pace-Setting 21st Century Enterprises: A Glimpse of What Might Emerge (with Robert Holland, Alfred P. West, Jr., and Robert Gunther) Marketing Strategy in the Global Information Age Network Orchestration for a Flat World: Preparing for a Future of "Defining Moments" at Li & Fung The Invisible Global Market (with Vijay Mahajan and Marcos V. Pratini De Moraes) Targeting Global Markets: Guidelines to Meet the Marketing Challenge The Globalization of Management Education: Options, Trade Offs, and an Agenda for Implementation (with Barbara S. Thomas) Perspectives of Other Scholars Yoram Jerry Wind-A Commentary on His Work in Global Marketing Opportunities - Roger J. Calantone Setting the Path: Reflections on Yoram (Jerry) Wind's Contributions to Global Marketing - C. Samuel Craig Jerry Wind's Window to the Future - Johny K. Johansson Jerry Wind: The Global Marketing Scholar - Roger A. Layton Arun K. Jain Interviews Yoram (Jerry) Wind Volume 7: Marketing Research and Modeling Volume Introduction: Jerry Wind's Contributions to Market Research and Modeling - Vithala R. Rao Experimentation as a Marketing Research Tool Marketing by Experiment Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials (with Joseph Denny) Assessing the Impact of Patent Infringement on New Product Sales (with Vijay Mahajan and Subhash Sharma) Preference Measurement (Conjoint Analysis) New Way to Measure Consumers' Judgments (with Paul E. Green) Conjoint Analysis of Price Premiums for Hotel Amenities (with Stephen M. Goldberg and Paul E. Green) Thirty Years of Conjoint Analysis: Reflections and Prospects (with Paul E. Green and Abba M. Krieger) Buyer Choice Simulators, Optimizers, and Dynamic Models (with Paul E. Green and Abba M. Krieger) Marketing Research in the Courtroom: A Case Study Shows How Analytical Methods Can Be Applied to the Law (with Abba M. Krieger and Paul E. Green) Application of Econometric Methods A Customized Market Response Model: Development, Estimation, and Empirical Testing (with Vithala R. Rao and Wayne S. DeSarbo) A Friction Model for Describing and Forecasting Price Changes (with Wayne S. DeSarbo, Vithala R. Rao, Joel H. Steckel and Richard Colombo) M ultivariate Data Analysis Methods Behavioral Methods (with Vithala R. Rao and Paul E. Green) Marketing and Social Networks (with Phipps Arabie) Analyzing Free-Response Data in Marketing Research (with Paul E. Green and Arun K. Jain) Product Positioning and Market Segmentation Segmentation: Accomplishments, Issues and Challenges of the Global Information Age Product Positioning: An Application of Multidimensional Scaling (with Patrick J. Robinson) Overlapping Clustering: A New Method for Product Positioning (with Phipps Arabie, J. Douglas Carroll and Waybe DeSarbo) The Perception of a Firm's Competitive Position Other Approaches Higher Order Factor Analysis in the Classification of Psychographic Variables (with Paul E. Green and Arun K. Jain) Analytical Approach to Marketing Decisions in Health-Care Organizations (with Lawrence K. Spitz) A Knowledge-based System for Advertising Design (with Raymond R. Burke, Arvind Rangaswamy and Jehoshua Eliashberg) Perspectives of Other Scholars Reflections on the Contributions of Professor Jerry Wind to Marketing Research and Modeling - Naresh K. Malhotra New Way to Measure Consumers' Judgments - Howard R. Moskowitz Jerry Wind: A Man Ahead of His Time - Joel H. Steckel Vithala R. Rao Interviews Yoram (Jerry) Wind Volume 8: The Future of Marketing Volume Introduction: Jerry Wind on the Future of Marketing-Tracing the Evolution of His Thinking - George S. Day Perspectives on Marketing's Role in the Organization The Marketing Concept Revisited: A Decade Recap of Its Development and Meaning (with Thomas F. Schutte) Marketing and the Other Business Functions The Marketing Challenge Symbiotic Innovation: Getting the Most Out of Collaboration (with Robert J. Thomas) Marketing Oriented Strategic Planning Models On the Identification of Frontier Issues in Multinational Marketing (with Howard Perlmutter) The Ten Commandments of Marketing Forces for Change Marketing in the Year 2000 The Challenge of Digital Marketing (with Vijay Mahajan) Challenging the Mental Models of Marketing Don't Walk In, Just Log In! Electronic Markets and What They Mean for Marketing (with Arvind Rangaswamy) Significant Issues for the Future: Some Additional Perspectives (with Blair Little, Knut Holt, Derek E. Till and Christopher A. Voss) The Customer's Demands (with Jeremy Main) Rethinking the Role of Marketing A Plan to Invent the Marketing We Need Today Rethinking Marketing: Peter Drucker's Challenge Is Marketing Academia Losing Its Way? (with David J. Reibstein and George Day) Absorbing the Customer (with Jeremy Main) The 5 C's of Convergence Marketing (with Vijay Mahajan and Robert E. Gunther) Portfolio Orchestration: Towards a New Advertising Model (with Catherine Gardner) Toward a New Marketing Paradigm Perspectives of Other Scholars Jerry Wind: A Renaissance Man - Philip Kotler Jerry Wind on the Future of Marketing - David J. Reibstein The Fox or the Hedgehog? - Frederick E. Webster Jr. George S. Day Interviews Yoram (Jerry) Wind