Book reviews
Essam Mahmoud, Gillian Rice, Rick Sparkman, Victoria A. Seitz, Victoria L. Crittenden, Francis M. Ulgado
Journal of the Academy of Marketing Science · 1994 · Volume 22 · Issue 2
Abstract
Developing, Implementing, and Managing an Effective Marketing Planby Hal Goetsch. Chicago, IL, 1993, American Marketing Association, $50.00, 249 pp.How to Create Interest-Evoking, Sales-Inducing, Non-Irritating AdvertisingbyWalter Weir.New York:Haworth, 1993, $29.95, 213 pp.Marketing Masters: Secrets of America’s Best Companiesby Gene Walden and Edmund O. Lawler. 1993, HarperBusiness, $22.50.Moscow Meets Madison Avenueby Gary Burandt with Nancy Giges New York: Harper Collins, 1992, $22.50, p. 222.Download references
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