search query: @author Kim, N. / total: 7
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| Author: | Eliashberg, J. Lilien, G. Kim, N. |
| Title: | Searching for generalizations in business marketing negotiations |
| Journal: | Marketing Science
1995 : VOL. 14:3/2-2, p. G47-G60 |
| Index terms: | NEGOTIATION MARKETING BARGAINING |
| Language: | eng |
| Abstract: | This special issue of Marketing Science is devoted to the subject of developing empirical generalizations in marketing. While it is difficult to quibble with this volume's goal, it is important to have both a systematic process for searching for those generalizations and at least a rough mechanism for checking if we have found any. Are there, indeed, readily discoverable generalizations in all areas of marketing? The answer is not apparent. There is a necessity to consider certain perspectives indicated in the paper. |
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