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Journal of the Academy of Marketing Science

, Volume 22, Issue 2, pp 186–190 | Cite as

Book reviews

  • Essam Mahmoud
  • Gillian Rice
  • Rick Sparkman
  • Victoria A. Seitz
  • Victoria L. Crittenden
  • Francis M. Ulgado
Article
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  1. Developing, Implementing, and Managing an Effective Marketing Plan by Hal Goetsch. Chicago, IL, 1993, American Marketing Association, $50.00, 249 pp.Google Scholar
  2. How to Create Interest-Evoking, Sales-Inducing, Non-Irritating Advertising byWalter Weir.New York:Haworth, 1993, $29.95, 213 pp.Google Scholar
  3. Marketing Masters: Secrets of America’s Best Companies by Gene Walden and Edmund O. Lawler. 1993, HarperBusiness, $22.50.Google Scholar
  4. Moscow Meets Madison Avenue by Gary Burandt with Nancy Giges New York: Harper Collins, 1992, $22.50, p. 222.Google Scholar

Copyright information

© Academy of Marketing Science 1994

Authors and Affiliations

  • Essam Mahmoud
    • 1
  • Gillian Rice
    • 2
  • Rick Sparkman
    • 3
  • Victoria A. Seitz
    • 4
  • Victoria L. Crittenden
    • 5
  • Francis M. Ulgado
    • 6
  1. 1.Arizona State UniversityUSA
  2. 2.American Graduate School of International ManagementUSA
  3. 3.Acadia UniversityUSA
  4. 4.California State UniversitySan Bernardino
  5. 5.Boston CollegeUSA
  6. 6.Georgia Institute of TechnologyUSA

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