Essential Readings in Marketing (Marketing Science Institute (MSI))
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Essential Readings in Marketing (Marketing Science Institute (MSI))
Used Book in Good Condition
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.
