Essential Readings in Marketing (Marketing Science Institute (MSI))
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.
Best prices to buy, sell, or rent ISBN 9780965711456
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