Book Review: Introductory Marketing Texts Mainly “Me Too” Products

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References

Alderson

and Cox

(1948), “Towards a Theory of Marketing,” Journal of Marketing, 13 (October), 137-152.

Luck

and Ferrell

(1979), Marketing Strategy and Plans, Englewood Cliffs, NJ: Prentice-Hall, Inc.

Pride

W. M.

and Ferrell

(1979), “Are Marketing Academicians’ Preferences for Frameworks and Topics in Introductory Marketing Texts Changing?” Journal of Marketing Education (April), 39-45.

Savitt

(1976), “A Critique of Marketing Pedagogy,” Marketing ‘76, Proceedings of the Annual Conference of the Marketing Division of the Canadian Association of Administrative Sciences, Ritchie

and Filatrault

, eds., Quebec: Université Laval, 421-426.