Book Review: Historical Perspectives in Marketing: Essays in Honor of Stanley C. Hollander

Bartels Robert (1976), The History of Marketing Thought. Columbus, OH: Grid Publishing, Inc.

Converse Paul D. , Huegy Hix , and Mitchell Robert (1965), Elements of Marketing. New York: Prentice-Hall, Inc.

Coolsen Frank G. (1960), Marketing Thought in the United States in the Late Nineteenth Century. Lubbock, TX: Texas Tech Press.

Fullerton Ronald A. (1988), “Modern Western Marketing as a Historical Phenomenon: Theory and Illustration,” in Historical Perspectives in Marketing: Essays in Honor of Stanley C. Hollander, Nevett Terence , and Fullerton Ronald A. , eds. Lexington, MA: Lexington Books, 71–89.

Kerin Roger , Mahajan Vijay , and Varadarajan Rajan (1990), Contemporary Perspectives on Strategic Market Planning. Needham Heights, MA: Allyn and Bacon, 453 pp., $28.00. Reviewed by Frank Cespedes (Harvard University).

Day George (1990), Market-Driven Strategy: Processes for Creating Value. New York: The Free Press, 405 pp., $29.95. Reviewed by Dipankar Chakravarti (University of Arizona).

Ryans John K. , and Rau Pradeep A. (1990), Marketing Strategies for the New Europe. Chicago: American Marketing Association, 202 pp., $24.95. Reviewed by Marty Roth (Boston College).