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This edition of JAMS Reviews of Books contains reviews of some exciting international marketing research products as well as new books relating to both emerging and traditional areas of marketing. First in this series of reviews is Masaaki Kotabe's analysis of the Euromonitor's CD-ROM version of its World Marketing Data and Statistics. The CD is a statistical compilation of business and marketing information that covers everything from socioeconomic trends and background information to key consumer marketing parameters for 209 different countries. Next is Sunil Erevelles's review of Brand Leadership by David A. Aaker and Erich Joachimsthaler. As Professor Erevelles notes, "There are few issues of greater importance to a firm than the issue of brand management." He praises Aaker and Joachimsthaler's text for its move away from a tactical view of branding to a more strategic and global one. Brand Leadership is also acclaimed for bringing branding into the twenty-first century with its timely chapter on using the Internet to build brands, an underanalyzed topic to date. The third review by Mary L. Carsky of Specialty Retailers-Marketing Triumphs and Blunders documents the successes and failures of specialty and limited line stores in nine categories and provides an excellent overview of today's dynamic retailing environment. John Pliniussen took on the task of reviewing ValueSpace: Winning the Battle for Market Leadership by Banwari Mittal and Jagdish Sheth. The book is praised for its development of the customer ValueSpace model, which is based on what is termed "customer centeredness." The authors use numerous examples from a wide variety of consumer research projects, and case studies make the book highly readable. The book is built around the contention that the best customer ValueSpace consists of three variables: performance, price, and personalization. The final review in this edition is Judith Lynne Zaichkowsky's review of The Why of Consumption, a collection of papers that overviews many diverse aspects of consumer behavior through a myriad of lenses. Enjoy these insightful reviews and the books they were based on.
Don't hesitate to contact the editor with your own suggestions of new books to feature in this section.
Using Euromonitor Database in International Marketing Research
World Marketing Data and Statistics, CD-ROM Research in the field of international marketing begins with the statement of a...