Advertisement

Journal of the Academy of Marketing Science

, Volume 25, Issue 1, pp 83–95 | Cite as

Book and video reviews

  • Victoria L. Crittenden
  • Kathleen J. Kelly
  • Joseph A. Bellizzi
  • William J. Carner
  • Alphonso O. Ogbuehi
  • Mary K. Ericksen
  • John H. Holmes
  • Charles H. Schwepker
  • Dayle I. Thorpe
  • G. Tomas M. Hult
  • Robert M. Morgan
  • Ronald E. Milliman
Article

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Integrated Marketing Communication: Putting It Together & Making It Work by Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn Chicago: NTC Business Books, 1993, 209 pages Google Scholar
  2. Profitable Direct Marketing, 2nd edition by Jim Kobs Chicago: NTC Business Books, 1993, 396 pages, $47.95 Google Scholar
  3. Direct Marketing Through Broadcast Media: TV, Radio, Cable, Infomercials, Home Shopping, and More by Alvin Eicoff Chicago: NTC Business Books, 1995, 240 pages, $39.95 Google Scholar
  4. Where the Suckers Moon: An Advertising Story by Randall Rothenberg New York: Knopf, 1994, 496 pages Google Scholar
  5. How to Develop a Successful Advertising Plan by James W. Taylor Chicago: NTC Business Books, 1993, 247 pages, $22.95 Google Scholar
  6. When Ads Work by John Philip Jones New York: Lexington Books, 1995, 240 pages Google Scholar
  7. Trademark Problems and How to Avoid Them by Sidney A. Diamond Chicago: Crain, 1981, 276 pages Google Scholar
  8. Total Quality Service: Principles, Practices, and Implementation by D. H. Stamatis Delray Beach, FL: St. Lucie Press, 1996, 318 pages Google Scholar
  9. Winning the Service Game by Benjamin Schneider and David E. Bowen Boston: Harvard Business School Press, 1995, 304 pages, $24.95 Google Scholar
  10. Aftermarketing: How to Keep Customers for Life Through Relationship Marketing by Terry G. Vavra Burr Ridge, IL: Irwin, 1992, 275 pages Google Scholar
  11. Marketing Services d. e. Visuals. 1995, 27 minutes, $125 Google Scholar

References

  1. Arens, William F. and Courtland L. Bovée. 1994.Contemporary Advertising, 5th ed. Burr Ridge, IL: Irwin.Google Scholar
  2. Schultz, Don E. 1996. “At Least in Melbourne They Understand IMC.”Marketing News 30 (10): 8.Google Scholar

References

  1. Ries, Al and Jack Trout. 1985.Positioning: The Battle for Your Mind. New York: McGraw-Hill.Google Scholar

References

  1. McDonald, Colin. 1979. “What Is the Short-Term Effect of Advertising?” InEffective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Ed. Michael Naples. New York: Association of National Advertisers, 85–97.Google Scholar

References

  1. Barrett, Paul M. 1995. “High Court Sees Color as a Basis for Trademarks.”The Wall Street Journal (March 29): A4.Google Scholar
  2. Benko, Robert P. 1987.Protecting Intellectual Property Rights: Issues and Controversies. Washington, D.C.: American Enterprise Institute for Public Policy Research.Google Scholar
  3. Dorr, Robert C. and Christopher H. Munch. 1990.Protecting Trade Secrets, Patents, Copyrights, and Trademarks. New York: John Wiley.Google Scholar
  4. ————— and —————. 1991.Protecting Trade Secrets, Patents, Copyrights, and Trademarks (Supplement). New York: John Wiley.Google Scholar

Reference

  1. Albrecht, Karl and Ron Zemke. 1985.Service America! Doing Business in the New Economy. Homewood, IL: Dow Jones-Irwin.Google Scholar

References

  1. Argyris, Chris and Donald A. Schön. 1996.Organizational Learning II. Reading, MA: Addison-Wesley.Google Scholar
  2. Parker, Glenn M. 1994.Cross-Functional Teams: Working With Allies, Enemies, and Other Strangers. San Francisco: Jossey-Bass.Google Scholar
  3. Wetherbe, James C. 1995. “Principles of Cycle Time Reduction: You Can Have Your Cake and Eat It Too.”Cycle Time Research 1: 1–24.Google Scholar

References

  1. Hunt, Shelby D. and Robert M. Morgan. 1995. “The Comparative Advantage Theory of Competition.”Journal of Marketing 59 (April): 1–15.CrossRefGoogle Scholar
  2. Kotler, Philip. 1992. “Marketing’s New Paradigm: What’s Really Happening out There.”Planning Review 20 (5): 50–52.Google Scholar
  3. Sheth, Jagdish N. and Atul Parvatiyar. 1995. “Relationship Marketing in Consumer Markets: Antecedents and Consequences.”Journal of the Academy of Marketing Science 23 (4): 255–271.CrossRefGoogle Scholar
  4. “Thanks for Your Deposit. That’ll be $3.” 1995.Business Week (May 15): 46.Google Scholar

Copyright information

© Academy of Marketing Science 1997

Authors and Affiliations

  • Victoria L. Crittenden
    • 1
  • Kathleen J. Kelly
    • 2
  • Joseph A. Bellizzi
    • 3
  • William J. Carner
    • 4
  • Alphonso O. Ogbuehi
    • 5
  • Mary K. Ericksen
    • 6
  • John H. Holmes
    • 7
  • Charles H. Schwepker
    • 8
  • Dayle I. Thorpe
    • 9
  • G. Tomas M. Hult
    • 10
  • Robert M. Morgan
    • 11
  • Ronald E. Milliman
    • 12
  1. 1.Boston CollegeUSA
  2. 2.Colorado State UniversityUSA
  3. 3.Arizona State University, West CampusUSA
  4. 4.University of Texas at AustinUSA
  5. 5.St. Joseph’s UniversityUSA
  6. 6.Bloomsburg UniversityUSA
  7. 7.Skidmore CollegeUSA
  8. 8.Central Missouri State UniversityUSA
  9. 9.University of TennesseeKnoxville
  10. 10.University of Arkansas at Little RockUSA
  11. 11.University of AlabamaUSA
  12. 12.Western Kentucky UniversityUSA

Personalised recommendations