Author Description

The Seventh Edition of Marketing Classics retains articles of enduring interest from the successful Sixth Edition, while adding new articles which have made major contributions to marketing thought. Influential articles from marketing's most influential thinkers include brief biographies of each. have selected the most influential articles published in marketing; ten new articles covering memory factors in consumer choice, the Vals Typology, successful American companies, market share, new product management, pricing, sales force management, marketing's role in business strategic management, cultural environment, problems and challenges in social marketing; and a comprehensive reference section at the end of each chapter.