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- Developing, Implementing, and Managing an Effective Marketing Plan by Hal Goetsch. Chicago, IL, 1993, American Marketing Association, $50.00, 249 pp.Google Scholar
- How to Create Interest-Evoking, Sales-Inducing, Non-Irritating Advertising byWalter Weir.New York:Haworth, 1993, $29.95, 213 pp.Google Scholar
- Marketing Masters: Secrets of America’s Best Companies by Gene Walden and Edmund O. Lawler. 1993, HarperBusiness, $22.50.Google Scholar
- Moscow Meets Madison Avenue by Gary Burandt with Nancy Giges New York: Harper Collins, 1992, $22.50, p. 222.Google Scholar
© Academy of Marketing Science 1994