Essential readings in marketing / Leigh McAlister, Ruth N. Bolton, and Ross Rizley, editors.
Contributor(s): McAlister, Leigh | Bolton, Ruth N | Rizley, Ross | Marketing Science Institute.
Material type:
BookPublisher: Cambridge, MA : Marketing Science Institute, c2006Description: 196 p. ; 24 cm.ISBN: 9780965711456 (pbk.); 0965711455.Subject(s): Marketing -- Abstracts | Marketing -- Bibliography | Marketing researchDDC classification: 658.8016
Contents:
Summary: A guide to important research in marketing, with abstracts of over 200 papers and bibliographical references to more, organized by topic.
Introduction : toward a common knowledge base -- New products, growth, and innovation -- Branding and brand equity -- Metrics linking marketing to financial performance -- Managing relationships with customers and organizations -- The role of marketing -- Research tools -- Marketing mix -- Customer insight -- Strategy.
| Item type | Current location | Call number | Copy number | Status | Date due |
|---|---|---|---|---|---|
Monograph
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Indian Institute of Management Udaipur C5/1 | 658.802 (Browse shelf) | 1 | Available |
Includes abstracts first published in the Journal of marketing, the Journal of marketing research, the Journal of consumer research, Marketing science, and Management science.
Includes bibliographical references and index.
Introduction : toward a common knowledge base -- New products, growth, and innovation -- Branding and brand equity -- Metrics linking marketing to financial performance -- Managing relationships with customers and organizations -- The role of marketing -- Research tools -- Marketing mix -- Customer insight -- Strategy.
A guide to important research in marketing, with abstracts of over 200 papers and bibliographical references to more, organized by topic.
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