Essential Readings in Marketing (Marketing Science Institute (MSI)) - Softcover

Leigh McAlister; Ruth Bolton; And Ross Rizley

9780965711456: Essential Readings in Marketing (Marketing Science Institute (MSI))

Softcover

ISBN 10: 0965711455 ISBN 13: 9780965711456

Publisher: Marketing Science Institute, 2006

A collection of abstracts of over 200 award-winning papers in marketing with chapter introductions by the editors. Abstracts are organized by research topic: innovation, brand equity, marketing metrics, managing relationships with customers and organizations, the role of marketing, research tools, marketing mix, customer insight, and strategy.

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About the Author:

Leigh McAlister holds the H.E. Hartfelder/The Southland Corporation Regents Chair for Effective Business Leadership at the University of Texas at Austin, Ruth N. Bolton holds the W.P. Carey Chair in Marketing at the W.P. Carey School of Business, Arizona State University. Ross Rizley is Research Director of the Marketing Science Institute.

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