Published by the Marketing  Science Institute

Publisher's site - http://www.msi.org/msi/publication_summary.cfm?publication=917

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