William O. Bearden Livres

While a vast number of scale instruments have been published in various journals and conference proceedings, a comprehensive handbook of multi-item scales, with directions on how to use them, has never been published - until now. After an overview of the development of multi-item scales, the remaining chapters include scales on leading topics important to marketing individual behaviour; values; information processing; reactions to advertising stimuli; attitudes and ethics; and sales and sales management practices. Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references and scale items

The book features an important update regarding the addresses for Sage UK and Sage India, emphasizing the need for accurate information on the imprint page. This ensures that readers and users have access to the correct contact details for these publishers, reflecting the latest changes in their locations.

Bearden et al. take a cutting edge approach to marketing. This text continues to be a leader in the coverage of the most recent marketing thought. In the first edition, our emphasis on integrated marketing communications (Part 7) and our separate chapter on direct marketing (chapter 21) were the best examples of this competitive advantage. In addition, for the Second Edition we have added a focus on customer loyalty and cross-functional teams, as well as full integration of the Internet. Bearden not only talks about what marketing is, but prepares the students to be marketers by involving them in interactive exercises which strengthen decision-making skills.