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Essential Readings in Marketing with 2006-2010 Update

Leigh McAlister, Ruth N. Bolton, and Ross Rizley, 2006 [06-601wu]

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Essential Readings in Marketing and its update, New Advances in 2006-2010, offer a comprehensive overview of the critical milestones in marketing thought. Developed for academics, marketing researchers, and doctoral students, Essential Readings in Marketing collects over 250 abstracts of articles that have won marketing’s major research awards. Abstracts are organized by topics—among them, metrics linking marketing to financial performance, research tools, customer insight, and new media—and brief essays provide context and insight.

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