Title: Marketing theory : distinguished contributions /
Authors: Brown, Stephen W. 1943-; Fisk, Raymond P.; Buzzell, Robert D. 1933-; Greyser, Stephen A.; Bonoma, Thomas V.; Brown, Stephen W. 1943-
Publisher: Wiley,
Year: 1984
Subjects: Marketing.
Contents: Is marketing a science? / Robert D. Buzzell -- The effectiveness of marketing management : an assessment / John G. Myers, Stephen A. Greyser, and William F. Massy -- The lack of heresy in marketing / Gerald Zaltman and Thomas V. Bonoma.