Scholarlink

In this inaugural series on “great thinkers in marketing,” we showcase the works of Don Lehmann, one of the most respected and liked scholars in marketing and beyond. Among the few versatile marketing thinkers, Don has been prolific in marketing scholarship’s quantitative, behavioral, and strategy research. His contributions in all three aspects are legendary, as evidenced in the six volumes of this dedicated anthology, containing his selected publications over the past 50+ years.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Set Introduction

  • 章节

  • 发表日期：

    2026年

查看全文
  • Jagdish Sheth,
  • Atul Parvatiyar

摘要

In this inaugural series on “great thinkers in marketing,” we showcase the works of Don Lehmann, one of the most respected and liked scholars in marketing and beyond. Among the few versatile marketing thinkers, Don has been prolific in marketing scholarship’s quantitative, behavioral, and strategy research. His contributions in all three aspects are legendary, as evidenced in the six volumes of this dedicated anthology, containing his selected publications over the past 50+ years.