You are here

Legends in Marketing:  Gerald Zaltman
Share

Legends in Marketing: Gerald Zaltman

Five Volume Set
Edited by:
  • Jagdish N. Sheth - Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA


August 2018 | 2 112 pages | SAGE Publications Pvt. Ltd

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as 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 eleventh set in the series, consisting of five volumes, is a tribute to Gerald Zaltman.

Professor Zaltman is the Joseph C. Wilson Professor Emeritus at the Harvard Business School, Massachusetts, and a founding partner in Olson Zaltman Associates, a market research and marketing consulting firm with clients around the globe. Professor Zaltman  received his AB degree from Bates College, Maine, his MBA degree from The University of Chicago, and his PhD in Sociology from the Johns Hopkins University, Maryland. He has taught at the University of Alaska, Northwestern University (Illinois), the University of Pittsburgh, and Harvard University. At Harvard University, he was a member of Harvard’s interdisciplinary Mind, Brain, Behavior Initiative which sought to integrate advances in scientific thinking across the university. He also served on its steering committee.  Additionally, he was the co-director, with Professor Stephen M. Kosslyn, of the Harvard Business School’s Mind of the Market Laboratory where pioneering work was done on the Zaltman Metaphor Elicitation Technique and on the application of cognitive neuroscience in marketing including brain imaging and implicit association testing. 

Professor Zaltman is the author or editor of over 20 books, many of which have been published in several languages. He is a frequent contributor to scholarly and professional journals. Professor Zaltman has received numerous professional awards and honors. He is a past president of the Association for Consumer Research and has served on several editorial boards in marketing and the social sciences. Professor Zaltman has held three U.S. patents related to market research tools including the first patent ever granted for a research tool in marketing. He is actively sought after as a consultant and speaker around the globe.

The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is a past president of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of the APA. Professor Sheth is the coauthor of the Howard–Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969.

Volumes in this set:

Volume 1:  Planned Social Change and the Diffusion of Innovation

Editor: Christine Moorman

Volume 2: Zaltman Metaphor Elicitation Technique

Editor: Robin Coulter

Volume 3: Consumer Behavior Research

Editor: Melanie Wallendorf

Volume 4: Marketing Management

Editor: Luc Wathieu

Volume 5: Marketing Theory

Editor: Manjit S. Yadav

 
VOLUME 1: Planned Social Change and the Diffusion of Innovation
 
Appendix of Sources
 
Legends in Marketing
 
Legends in Marketing: Gerald Zaltman
 
Volume Introduction: Double Agent for Change: Jerry Zaltman’s Contributions to Planned Social Change and the Diffusion of Innovations
Gerald Zaltman
Marketing Inference in the Behavioral Sciences
Gerald Zaltman, Juan Altwood and Graciela Carrillo
Child Feeding Practices, Communication Behavior and Education in Costa Rica
Gerald Zaltman and Nan Lin
On the Nature of Innovations
Philip Kolter and Gerald Zaltman
Social Marketing: An Approach to Planned Social Change
Gerald Zaltman and Ilan Vertinsky
Health Service Marketing: A Suggested Model
Gerald Zaltman, Philip Kotler and Ira Kaufman
Extracts from Creating Social Change
Gerald Zaltman, Robert Duncan and Jonny Holbek
Extracts from Innovations and Organizations
Gerald Zaltman
Extracts from Processes and Phenomena of Social Change
Brian Sternthal and Gerald Zaltman
Broadening Concepts of Consumer Behavior
Gerald Zaltman
Strategies for Diffusing ‘Social’ Innovations’
Brian Sternthal and Gerald Zaltman
The Broadened Concept: Toward a Taxonomy of Consumption Situations
Sidney Levy and Gerald Zaltman
Extracts from Marketing, Society, and Conflict
Gerald Zaltman, David H. Florio and Linda A. Sikorski
Extracts from Dynamic Educational Change
Gerald Zaltman and Robert Duncan
Extracts from Strategies for Planned Change
Gerald Zaltman and Pol Jacobs
Social Marketing and a Consumer Based Theory of Marketing
Gerald Zaltman and Allan D. Shocker
Client and Agency Requirements in the Design of Consumerism Programs
Robert F. Rich and Gerald Zaltman
Toward A Theory of Planned Social Change: Alternative Perspectives and Ideas
Gerald Zaltman
Knowledge Utilization as Planned Social Change
Gerald Zaltman
Theory-in-Use Among Change Agents
 
Perspectives of Other Scholars
Richard P. Bagozzi
Marketing’s Debt to a Prime Mover in Social Marketing:
Alan R. Andreasen
Social Marketing, Social Change and Metaphor Elicitation: The Zaltman Legacy:
Philip Kotler
An Essay about Jerry Zaltman’s Contributions:
Ilan Vertinsky
Marketing Health Services: Reflections on the Making of a Model:
Nan Lin
Appreciating Gerald Zaltman:
 
Interview
 
Christine Moorman interviews Jerry Zaltman
 
VOLUME 2: Zaltman Metaphor Elicitation Technique
 
Appendix of Sources
 
Legends in Marketing
Gerald Zaltman
Legends in Marketing:
Robin A. Coulter
Volume Introduction: The Zaltman Metaphor Elicitation Technique:
Gerald Zaltman and Robin Higie
Seeing the Voice of the Customer: The Zaltman Metaphor Elicitation Technique
Gerald Zaltman
Amidword: Anthropology, Metaphors & Cognitive Peripheral Vision
Gerald Zaltman and Robin Higie Coulter
Seeing the Voice of the Customer: Metaphor-Based Advertising Research
Gerald Zaltman
Metaphorically Speaking
Gerald Zaltman
Rethinking Market Research: Putting People Back In
Gerald Zaltman and Linda J. Schuck
Seeing through the Customer’s Eyes with Computer Imaging
Gerald Zaltman
Consumer Researchers: Take a Hike!
Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique
Gerald Zaltman
Interviewing the Mind/Brain: Response Latency and Neuroimaging
Gerald Zaltman
Come to Think of It
Fred W. Mast and Gerald Zaltman
A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm
Gerald Zaltman and Lindsay Zaltman
How to Think Deeply
Gerald Zaltman and Lindsay Zaltman
Foundations of Deep Metaphors
Gerald Zaltman and Dara MacCaba
Metaphor in Advertising
 
Perspectives of Other Scholars
Alladi Venkatesh
Grounding ZMET in the Qualitative Research Paradigm:
Elizabeth Hirschman
Casting a Wide and Wonderful Net:
Jerry Olson
ZMET in the World of Business:
Robin A. Coulter
Interview: Zaltman on ZMET:
 
VOLUME 3: Consumer Behavior Research
Appendix of Sources  
Legends in Marketing  
Legends in Marketing: Gerald Zaltman  
Volume Introduction: Overview of Jerry Zaltman’s Contributions to Consumer Behavior: The Deep Meaning of a Career Revealing Insights about People Melanie Wallendorf
 
I: Gerald Zaltman’s Contributions: Bringing New Ideas into Consumer Behavior Research
Extracts from Marketing: Contributions from the Behavioral Sciences Gerald Zaltman Metatheory in Consumer Behavior Research: Rap Session Position Paper Gerald Zaltman, Reinhard Angelmar and Christian Pinson
Theories of Diffusion Gerald Zaltman and Ronald Stiff
Sociology: The Missing Chunk or How We've Missed the Boat Gerald Zaltman and Melanie Wallendorf
The Science of Marketing, and Marketing as Science Thomas V. Bonoma and Gerald Zaltman
Extracts from Consumer Behavior: Basic Findings and Management Implications Gerald Zaltman and Melanie Wallendorf
Presidential Address Gerald Zaltman
Fellow’s Award Speech: One Mega and Seven Basic Principles for Consumer Research Gerald Zaltman
Applications of cognitive neuroscience in Consumer Behavior Steven Kosslyn, Kathryn Braun and Gerald Zaltman
Lessons Learned during a Career Gerald Zaltman
 
II: Gerald Zaltman’s Contributions: Developing a Behavioral Perspective on Organizational Buyer Behavior
Organizational Buying Behavior: Hypotheses and Directions Gerald Zaltman and Thomas V. Bonoma
Extracts from Industrial Buying Behavior Thomas V. Bonoma, Gerald Zaltman and Wesley Johnston
The Dyadic Paradigm with Specific Application toward Industrial Marketing Thomas V. Bonoma, Richard Bagozzi and Gerald Zaltman
Measuring Multiple Buying Influences Ajay Kohli and Gerald Zaltman
Influence Strategies in Buying Centers R. Venkatesh, Ajay Kohli and Gerald Zaltman
 
III. Gerald Zaltman’s Contributions: Consumer Metaphors and Thinking
Extracts from Backward Framing through Memory Reconstruction Kathryn A. Braun and Gerald Zaltman
Eliciting Mental Models through Imagery Gerald Zaltman
Extracts from How Customers Think: Essential Insights Into the Mind of the Market Gerald Zaltman
Memory Change: An Intimate Measure of Persuasion Kathy Braun-Latour and Gerald Zaltman
Perspectives of Other Scholars  
Reflections on Gerald Zaltman’s contributions to bringing new ideas into consumer behavior research Vince Barabba
Reflections on Gerald Zaltman’s contributions to developing a behavioral perspective on Industrial Buyer Behavior Wesley Johnston
Reflections on Gerald Zaltman’s contributions to research on consumer metaphors and thinking Kathryn Braun LaTour
Interview with Gerald Zaltman Melanie Wallendorf  
 
VOLUME 4: Marketing Management
 
Appendix of Sources
 
Legends in Marketing
Gerald Zaltman
Legends in Marketing:
 
Volume Introduction: What Jerry is Telling Us about Marketing Management
Gerald Zaltman
Culture and Market Communication
 
Signs and the Sharing of Meaning
Alice M. Tybout and Gerald Zaltman
Ethics in Marketing Research: Their Practical Relevance
Philip Kotler and Gerald Zaltman
Targeting Prospects for a New Product
Gerald Zaltman and Thomas V. Bonoma
The Lack of Heresy in Marketing
Vincent P. Barabba
The True Customers of Market Research
Christine Moorman, Gerald Zaltman and Rohit Deshpande
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations
Gerald Zaltman and Richard Staelin
Ignorance, Knowledge, Wisdom and Questioning in the Development of Decision Maker’ Theories
Christine Moorman, Rohit Deshpande and Gerald Zaltman
Factors Affecting Trust in Market Research Relationships
Das Narayandas and Jerry Zaltman
The Human Element in Marketing Strategy–A Look at the Creative and Subjective Side
Luc Wathieu and Gerald Zaltman
These Catepillars Foreshadow Great Butterflies
Luc Wathieu, Yu Liu and Gerald Zaltman
Rooting Marketing Strategy in Human Universals
Lindsay Zaltman, Olson Zaltman and Gerald Zaltman
What Do “Really Good” Managers and “Really Good” Researchers Want of One Another?
 
Perspectives of Other Scholars
Debbie MacInnis
Thinking Expansively: Reflections on Jerry Zaltman
Daniel C. Smith
Jerry Zaltman as Co-Author of Life Stories
Christian Pinson
Personal Reflections on Jerry Zaltman’s Influence
 
VOLUME 5: Marketing Theory
 
Appendix of Sources
 
Legends in Marketing
Gerald Zaltman
Legends in Marketing:
Manjit S. Yadav
Volume Introduction: Theory Construction and Knowledge Use
 
Overview of Issues
Gerald Zaltma, Christian R.A. Pinson and Reinhard Angelmar
Metatheory and Consumer Research
Gerald Zaltman, Karen Lemasters and Michael Heffring
Points of View
William J. Sauer, Nancy Nighswonger and Gerald Zaltman
Current Issues in Philosophy of Science: Implications for the Study of Marketing
 
Reflections on Thinking
Gerald Zaltman, Karen Lemasters and Michael Heffring
Being Interesting
Gerald Zaltman
Breaking Out of the Box: Meaning and Means
Gerald Zaltman and Thomas V. Bonoma
The Lack of Heresy in Marketing
Gerald Zaltman and Linda Price
The Sociology and Psychology of Comfort Zones
 
Thinking Mechanics
Gerald Zaltman, Karen Lemasters and Michael Heffring
Causality
Gerald Zaltman, Karen Lemasters and Michael Heffring
Deductive and Inductive Thinking
 
Building Theory
 
The Nature of Concepts
Reinhard Angelmar, Gerald Zaltman and Christian Pinson
An Examination of Concept Validity
Allen D. Shocker and Gerald Zaltman
Validity Importance in Consumer Research: Some Pragmatic Issues
 
The Nature of Propositions
 
Theories
 
Constructing Theories-in-Use
 
Thinker Toys: Concepts, Propositions, and Theories
Robert A. Peterson and Roger A. Kerin
Book Review: On Becoming a Social Scientist: From Survey Research and Participant Observation to Experiential Analysis
Gerald Zaltman
Foreword to Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory
 
Assessing Theories
 
Evaluating Theories
 
How Do We Know We Know: Reality Tests
 
Evaluating Theory
 
Uses of Theories
 
The Nature of Explanation
 
The Nature of Prediction
 
Metacriteria for Control
 
Perspectives of Other Scholars
Ajay K. Kohli
Gerald Zaltman’s Contributions to Theory Development and Knowledge Use
Rohit Deshpande
Gerald Zaltman: Contributions on Theory Development and Knowledge Use
Bernard J. Jaworski
The Zaltman School: The Playbook and Its Implications for Scholars
 
Interview
Gerald Zaltman
Manjit Yadav Interviews
Key features

·         This series reproduces the seminal works of the legends in the field.

·         This eleventh set in the series, consisting of five volumes, is a tribute to Gerald Zaltman.

·         The set comprises five volumes, each focused on the multiple ways in which a legend has contributed to the field.

·         It is supplemented by interviews of the legends as well as by the opinions of other scholars about his work.



Preview this book

For instructors

This book is not available as a review copy. For more information contact your local sales representative.

Select a Purchasing Option

ISBN: 9789352806645
$685.00