Jagdish. N. Sheth's Contributions to Marketing Science

Abstract

Jagdish. N. Sheth is seen as one of the most important authors contributing to the development of marketing science worldwide. Sheth has pioneered the emergence of many innovations in marketing, with more than 200 academic studies on marketing. The focus of most of the academic studies written by Sheth is to explain the factors that affect the buying behavior of buyers in the market. Apart from buyer behavior, the author has also carried out very important studies in marketing research, marketing strategy and marketing theory. While Sheth's work was an important reference to many academic studies that were done later, he also guided many businesses in determining their marketing strategies. This research aims to reveal the important contributions of the author to marketing science by conducting a detailed literature research on Sheth's work. Within the framework of the research, important articles written by Sheth are examined and Sheth's contributions to different areas of marketing are explained in the light of these articles. Important results in various publications produced by Sheth within the framework of the research will be an important source for future research.