Essential Readings in Marketing (Marketing Science Institute (MSI))
By Unknown Author.
Description
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. - from Amzon
ISBN(s)
0965711455, 9780965711456
