Table of Contents

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
Marketing Inference in the Behavioral Sciences - Gerald Zaltman
Child Feeding Practices, Communication Behavior and Education in Costa Rica - Gerald Zaltman, Juan Altwood and Graciela Carrillo
On the Nature of Innovations - Gerald Zaltman and Nan Lin
Social Marketing: An Approach to Planned Social Change - Philip Kolter and Gerald Zaltman
Health Service Marketing: A Suggested Model - Gerald Zaltman and Ilan Vertinsky
Extracts from Creating Social Change - Gerald Zaltman, Philip Kotler and Ira Kaufman
Extracts from Innovations and Organizations - Gerald Zaltman, Robert Duncan and Jonny Holbek
Extracts from Processes and Phenomena of Social Change - Gerald Zaltman
Broadening Concepts of Consumer Behavior - Brian Sternthal and Gerald Zaltman
Strategies for Diffusing ‘Social’ Innovations’ - Gerald Zaltman
The Broadened Concept: Toward a Taxonomy of Consumption Situations - Brian Sternthal and Gerald Zaltman
Extracts from Marketing, Society, and Conflict - Sidney Levy and Gerald Zaltman
Extracts from Dynamic Educational Change - Gerald Zaltman, David H. Florio and Linda A. Sikorski
Extracts from Strategies for Planned Change - Gerald Zaltman and Robert Duncan
Social Marketing and a Consumer Based Theory of Marketing - Gerald Zaltman and Pol Jacobs
Client and Agency Requirements in the Design of Consumerism Programs - Gerald Zaltman and Allan D. Shocker
Toward A Theory of Planned Social Change: Alternative Perspectives and Ideas - Robert F. Rich and Gerald Zaltman
Knowledge Utilization as Planned Social Change - Gerald Zaltman
Theory-in-Use Among Change Agents - Gerald Zaltman
Perspectives of Other Scholars
Marketing’s Debt to a Prime Mover in Social Marketing: - Richard P. Bagozzi
Social Marketing, Social Change and Metaphor Elicitation: The Zaltman Legacy: - Alan R. Andreasen
An Essay about Jerry Zaltman’s Contributions: - Philip Kotler
Marketing Health Services: Reflections on the Making of a Model: - Ilan Vertinsky
Appreciating Gerald Zaltman: - Nan Lin
Interview
Christine Moorman interviews Jerry Zaltman
VOLUME 2: Zaltman Metaphor Elicitation Technique
Appendix of Sources
Legends in Marketing
Legends in Marketing: - Gerald Zaltman
Volume Introduction: The Zaltman Metaphor Elicitation Technique: - Robin A. Coulter
Seeing the Voice of the Customer: The Zaltman Metaphor Elicitation Technique - Gerald Zaltman and Robin Higie
Amidword: Anthropology, Metaphors & Cognitive Peripheral Vision - Gerald Zaltman
Seeing the Voice of the Customer: Metaphor-Based Advertising Research - Gerald Zaltman and Robin Higie Coulter
Metaphorically Speaking - Gerald Zaltman
Rethinking Market Research: Putting People Back In - Gerald Zaltman
Seeing through the Customer’s Eyes with Computer Imaging - Gerald Zaltman and Linda J. Schuck
Consumer Researchers: Take a Hike! - Gerald Zaltman
Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique - Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Interviewing the Mind/Brain: Response Latency and Neuroimaging - Gerald Zaltman
Come to Think of It - Gerald Zaltman
A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm - Fred W. Mast and Gerald Zaltman
How to Think Deeply - Gerald Zaltman and Lindsay Zaltman
Foundations of Deep Metaphors - Gerald Zaltman and Lindsay Zaltman
Metaphor in Advertising - Gerald Zaltman and Dara MacCaba
Perspectives of Other Scholars
Grounding ZMET in the Qualitative Research Paradigm: - Alladi Venkatesh
Casting a Wide and Wonderful Net: - Elizabeth Hirschman
ZMET in the World of Business: - Jerry Olson
Interview: Zaltman on ZMET: - Robin A. Coulter
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
Legends in Marketing: - Gerald Zaltman
Volume Introduction: What Jerry is Telling Us about Marketing Management
Culture and Market Communication - Gerald Zaltman
Signs and the Sharing of Meaning
Ethics in Marketing Research: Their Practical Relevance - Alice M. Tybout and Gerald Zaltman
Targeting Prospects for a New Product - Philip Kotler and Gerald Zaltman
The Lack of Heresy in Marketing - Gerald Zaltman and Thomas V. Bonoma
The True Customers of Market Research - Vincent P. Barabba
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations - Christine Moorman, Gerald Zaltman and Rohit Deshpande
Ignorance, Knowledge, Wisdom and Questioning in the Development of Decision Maker’ Theories - Gerald Zaltman and Richard Staelin
Factors Affecting Trust in Market Research Relationships - Christine Moorman, Rohit Deshpande and Gerald Zaltman
The Human Element in Marketing Strategy–A Look at the Creative and Subjective Side - Das Narayandas and Jerry Zaltman
These Catepillars Foreshadow Great Butterflies - Luc Wathieu and Gerald Zaltman
Rooting Marketing Strategy in Human Universals - Luc Wathieu, Yu Liu and Gerald Zaltman
What Do “Really Good” Managers and “Really Good” Researchers Want of One Another? - Lindsay Zaltman, Olson Zaltman and Gerald Zaltman
Perspectives of Other Scholars
Thinking Expansively: Reflections on Jerry Zaltman - Debbie MacInnis
Jerry Zaltman as Co-Author of Life Stories - Daniel C. Smith
Personal Reflections on Jerry Zaltman’s Influence - Christian Pinson
VOLUME 5: Marketing Theory
Appendix of Sources
Legends in Marketing
Legends in Marketing: - Gerald Zaltman
Volume Introduction: Theory Construction and Knowledge Use - Manjit S. Yadav
Overview of Issues
Metatheory and Consumer Research - Gerald Zaltma, Christian R.A. Pinson and Reinhard Angelmar
Points of View - Gerald Zaltman, Karen Lemasters and Michael Heffring
Current Issues in Philosophy of Science: Implications for the Study of Marketing - William J. Sauer, Nancy Nighswonger and Gerald Zaltman
Reflections on Thinking
Being Interesting - Gerald Zaltman, Karen Lemasters and Michael Heffring
Breaking Out of the Box: Meaning and Means - Gerald Zaltman
The Lack of Heresy in Marketing - Gerald Zaltman and Thomas V. Bonoma
The Sociology and Psychology of Comfort Zones - Gerald Zaltman and Linda Price
Thinking Mechanics
Causality - Gerald Zaltman, Karen Lemasters and Michael Heffring
Deductive and Inductive Thinking - Gerald Zaltman, Karen Lemasters and Michael Heffring
Building Theory
The Nature of Concepts
An Examination of Concept Validity - Reinhard Angelmar, Gerald Zaltman and Christian Pinson
Validity Importance in Consumer Research: Some Pragmatic Issues - Allen D. Shocker and Gerald Zaltman
The Nature of Propositions
Theories
Constructing Theories-in-Use
Thinker Toys: Concepts, Propositions, and Theories
Book Review: On Becoming a Social Scientist: From Survey Research and Participant Observation to Experiential Analysis - Robert A. Peterson and Roger A. Kerin
Foreword to Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory - Gerald Zaltman
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
Gerald Zaltman’s Contributions to Theory Development and Knowledge Use - Ajay K. Kohli
Gerald Zaltman: Contributions on Theory Development and Knowledge Use - Rohit Deshpande
The Zaltman School: The Playbook and Its Implications for Scholars - Bernard J. Jaworski
Interview
Manjit Yadav Interviews - Gerald Zaltman

About the Author

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology.


Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited.


Professor Sheth’s accolades include “Outstanding Marketing Educator,” an award presented by the Academy of Marketing Science, the “Outstanding Educator” award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award.


In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association.


Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth’s most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A’s of Marketing.