ARC: Research: Bibliographies: Essential Readings in Marketing
Published by the Marketing Science Institute
The purpose of this book is to provide a common knowledge base for the marketing discipline. The book was developed for use in doctoral seminars, to avoid fragmentation of the field, help doctoral students select dissertion topics and as a reference tool for academics. Each chapter contains abstracts of award winning articles along with a brief essay providing context and insight.
Edited by Leigh McAlister, Ruth N. Bolton, and Ross Rizley
Table of Contents
- Contents
- 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