Marketing Megaworks: The Top 150 Books and Articles

Marketing Megaworks: The Top 150 Books and Articles

by Roy Adler, Larry Robinson


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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.

Product Details

ISBN-13: 9780275923181
Publisher: ABC-CLIO, Incorporated
Publication date: 04/15/1987
Pages: 224
Product dimensions: 6.14(w) x 9.21(h) x 0.56(d)

About the Author

LARRY M. ROBINSON is Vice President of Research at Nationwide Insurance Companies.

ROY D. ADLER is Associate Professor of Marketing at Pepperdine University.

Table of Contents

Why This Book Was Written

Identifying the Most Frequently Quoted Literature in Marketing

Contributions in Marketing

Indices to the Contributors

Customer Reviews