The Naresh K. Malhotra Award for Greatest Long term Contribution

The Emerald Title Review of Marketing Research annually gives out the Naresh K. Malhotra award for the article that makes the greatest long-term contribution amongst those articles published in the book. For the 2015 award, all the articles published in Volumes 1 to 7 were eligible and the winner is:

A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology – Hans Baumgartner – Published in Volume 6

1)      Access to this chapter is free until 16^th November, however you will have to log-in/register a profile to gain access. Click on the hyperlinked chapter title link above, taking you to Emerald’s login page (illustrated below).

2)      If you already have an Emerald profile, simply log in and your free access to the article will be immediately activated.

3)      If you need to create a profile, please click the “Register” button on the right hand side instead (illustrated below). Once submitted and your email address verified, your free access will be immediately activated in the same way.

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