Legends in Marketing: Kent B. Monroe

ISBN-10
8132105184
ISBN-13
9788132105183
Series
Legends in Marketing
Category
Business & Economics
Pages
2311
Language
English
Published
2011-07-11
Publisher
Sage Publications Pvt. Limited
Author
Jagdish N. Sheth

Description

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This third set in the series, consisting of 7 volumes, is a tribute to Kent B. Monroe. Known as one of the Deans of Pricing, Professor Monroe is pioneer of research on the information value of price. He is the author of the classic text, Pricing: Making Profitable Decisions.

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