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Legends in Marketing: Kent B. Monroe, Hardback Book

Legends in Marketing: Kent B. Monroe Hardback

Edited by Jagdish N. Sheth

Part of the Legends in Marketing series

Hardback

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Description

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past 100 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 Professor Monroe, known as one of the Deans of Pricing teaches among other areas, Pricing Strategy, Tactics, Marketing Management and Research Method.

His research areas include Behavioural Pricing and Consumer Shopping Behavior.

This set includes:1: Processing of Price Information2: Comparative Price Advertising3: The Price-Quality-Value Relationship4: Price Fairness5: Research in Consumer Behavior6: Models, Theory, and Methods7: Pricing Management and Practice

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£685.00

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