Marketing Megaworks: The Top 150 Books and Articles [Hardcover]

Larry M. Robinson (Author), Roy D. Adler (Author)

Book Description

Publication Date: April 15, 1987 | ISBN-10: 0275923185 | ISBN-13: 978-0275923181 | Edition: annotated edition

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.

Editorial Reviews

Review

“A book that pulls together in one volume the significant marketing literature of 1972 to 1976. The authors selected 50 books and 100 articles, using citations analysis and anthologies of marketing classics. To extend the currency beyond 1976, the Journal of Marketing's Alpha Kappa Psi and Harold Maynard Award winners were selected for 1975 to 1984. Chapter 1 explains the concept and purpose, including a table that explains the selection process used to identify the 150 top works. Chapter 2 describes citations analysis and the methodology used, and gives a brief overview of Social Science Citation Index with instructions on conducting a search. Chapter 3 contains the 150 summaries listed alphabetically by author. Chapter 4 provides 12 separate indexes: books by author and title articles by author and title, books by date of publication, articles by date of publication, 20 most cited books in rank order, 20 most cited articles in rank order, pre-1960 Foundation books by citation frequency, the Alpha Kappa Psi Award winners, the Harold Maynard Award winners, and the most cited marketing scholars in rank order.... This book will acquaint beginning researchers or students with major works in marketing literature, and business librarians will find it helpful in collection development. Recommended for faculty, upper-division and graduate students, and marketing practitioners.”–Choice

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.

Product Details

• Hardcover: 224 pages
• Publisher: Praeger Publishers; annotated edition edition (April 15, 1987)
• Language: English
• ISBN-10: 0275923185
• ISBN-13: 978-0275923181
• Product Dimensions: 9.5 x 6.4 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #11,066,457 in Books (See Top 100 in Books)

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