Marketing Megaworks

With this comprehensive annotated bibliography, the reader can discover the most important works on any one topic in marketing and review their contents within a matter of minutes. Using the selection technique of citation analysis, which tabulates the number of times a particular work is referred to in scholarly literature, the authors have chosen 150 books and articles that have had the greatest impact on the discipline of marketing. They also include Journal of Marketing award-winning articles from 1977 to 1983, as well as Alpha Kappa Psi award winners and other classic books and articles. Each citation contains a description of content, a review of major conclusions, and a list of other works directly related to the entry.