<p>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.</p>

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

Reference

Leigh McAlister

Ruth Bolton

and Ross Rizley

Writing, Research & Publishing Guides

Marketing Science Institute

See the best price to sell, buy, or rent books by Leigh McAlister. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Leigh McAlister

See the best price to sell, buy, or rent books by Leigh McAlister. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

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