The following books, textbooks
and workbooks were written or edited by faculty
members. Books are listed alphabetically by title.
The American Customer Satisfaction Index: Implications for the
Economy, Stock Returns and Management
Claes Fornell, David Van Amburg, Forrest Morgeson, Eugene W.
Anderson, Barbara Everitt Bryant, Michael D. Johnson, National Quality
Research Center, Stephen M. Ross School of Business, University of Michigan,
This monograph gauges the quality of American products and services as
seen through consumers' eyes and sheds light on how buyer satisfaction
affects purchases and the performance of firms, industries and the economy.
Answering Questions: Methodology for Determining Cognitive and
Communicative Processes in Survey Research
Norbert Schwarz and Seymour Sudman (Editors), Jossey-Bass, 1996
This book presents a summary of the latest research on the techniques
and methods used for uncovering the cognitive and communicative processes
used in answering survey questions. Those in the fields of social and
behavioral science, survey and marketing research, personnel and program
evaluation, psychological and educational testing will find this a practical,
Determining the Value of Non-Marketed Goods
R. J. Kopp, W. W. Pommerehne and Norbert. Schwarz (Editors),
Kluwer Academic Publishers, 1997
Contingent valuation (CV) measures passive use value or existence value.
The first section of this book provides background into the issues regarding
CV and the reliability of CV estimates of economic value. The second section
focuses on tests for theoretical consistency of CV results. The final
section addresses the application of CV to actual economic valuation tasks.
The Future of Competition: Co-creating Value with Customers Venkat
Ramaswamy and C.K. Prahalad, Harvard Business School Press, 2004
Suggesting that the traditional system of value creation is becoming
obsolete, Prahalad and Ramaswamy examine the changing relationship between
the consumer and the firm, challenge companies to develop unique ways
to co-create value with their customers and outline a framework for accommodating
large numbers of consumers with varying interests, skill levels and desires.
Marketing Issues in Transitional Economies (a volume
in The William Davidson Institute Series on Transitional and Emerging
Rajeev Batra, editor, Kluwer Academic Publishers, 1999
This book examines issues facing marketing managers and scholars in
such transitional economies as China, the Czech Republic, Hungary, Poland,
Romania, Russia, Slovakia and Vietnam as they become more deregulated
Persuasive Imagery: A Consumer Response Perspective
Rajeev Batra and Linda M. Scott, editors, Lawrence Erlbaum Associates,
Rajeev Batra and Linda M. Scott present 20 papers that examine the interaction
of commercial messaging imagery, the processing of images by mental processing
and contextual contingencies in the production of consumer response. The
papers examine the word-image relationship of the corporate logo, variability
in response to advertisements and the representation of products as objects.
Robert J. Dolan and Hermann Simon, Free Press, 1996
In today's hypercompetitive global marketplace, a company's pricing
policy can make or break the bottom line. Yet a surprising number of firms
attempt to increase profits without the aid of a carefully and creatively
designed pricing strategy. In this book, the world's two leading price
experts, Robert J. Dolan and Hermann Simon, take managers beyond conventional
thinking to show how their breakthrough system of "power pricing"
will improve the bottom line by an order of magnitude.
The Social Psychology of Consumer Behavior
Zeynep Gurhan-Canli, Richard P. Bagozzi and Joseph R. Priester, Open University
This book brings together research and practical insights into how theories
in social psychology can be applied to consumer behavior. It considers
why consumers buy what they do, and how they go about making individual
and group decisions concerning consumption. The result is essential reading
for students, researchers and practitioners in psychology and marketing
and related fields.
Thinking About Answers: The Application of Cognitive Processes
to Survey Methodology
Seymour Sudman, Norman M. Bradburn, Norbert Schwarz, Jossey-Bass, 1996.
[Russian Translation 2003]
This book explores what answers mean in relation to how people understand
the world around them and communicate with one another, based on the most
current insights from research on survey methods and cognitive psychology.
This is an invaluable resource for survey research practitioners and students,
cognitive and methodology researchers and methods or cognitive psychology
Well-Being: Foundations of Hedonic Psychology
Daniel Kahneman, Edward Diener and Norbert Schwarz (Editors), Russell
Sage Foundation Publications, 2003
The nature of well-being is one of the most enduring and elusive subjects
of human inquiry. This book draws upon the latest research to transform
our understanding of this ancient question. With contributions from leading
authorities in psychology, social psychology and neuroscience, this volume
presents current scientific efforts to understand human pleasure and pain,
contentment and despair.
Advertising Management, 5th edition
Rajeev Batra, John G. Myers and David Aaker, Prentice-Hall, Inc., 1996
Spanning advertising management, communication, production and promotion,
this text looks at the necessary decisions involved in the development
and execution of an advertising campaign. The fifth edition has been updated
to include current research and readings, and improved to encompass more
of the advertising process.
Global Environment of Business
Vern Terpstra, Ravi Sarathy, Lloyd Russow, North Coast Publishers,
This brief text gives students a real-world taste of this dynamic field,
preparing them for entry into the global workplace of the 21st Century.
Information technology, in particular, is featured—reflecting the
widespread and pervasive impact of newer technologies in international
International Dimensions of Marketing, 4th edition
Vern Terpstra and Lloyd C. Russow, South-Western College Publishing, 2000
Terpstra and Russow describe the marketing mix from an international
perspective. They discuss in detail the determinants of international
marketing and how they differ from those that influence domestic marketing.
The book also includes three dimensions of international marketing: international
marketing, foreign marketing and multinational marketing.
International Marketing, 8th edition
Vern Terpstra and Ravi Sarathy, The Dryden Press, 2000
Drawing on the extensive and unparalleled international marketing experience
of Terpstra and Sarathy, this book takes a comprehensive look at the environment,
problems and practices of today's international marketing arena. It gives
students a real-world taste of this dynamic field, preparing them for
entry into the marketing workplace of the 21st century.
International Marketing, Ninth Edition
Vern Terpstra, Ravi Sarathy, Lloyd Russow, North Coast Publishers, Inc.,
The ninth edition has been completely revised, reflecting current developments
in the field and the imperatives of dealing with an increasingly global
economy. It takes a look at the environment, problems and practices of
today's international marketing arena.
The Law of Marketing
Lynda Oswald, West Legal Studies in Business/Thomson Learning, 2002
This stand-alone text provides a comprehensive overview of the
law relating to marketing activities. Students learn how to become a better
manager and make informed decisions when confronted with legal issues
related to the marketing of goods or services. The book emphasizes the
prevention of liability and disputes while using the law to formulate
defensible business decisions.
Marketing Management: The Big Picture
Christie Nordhielm, Thomson Custom Publishing, 2004
Marketing expert Christie Nordhielm provides a set of materials that
enables students to attack marketing problems by utilizing an integrated
framework and associated tools designed to help them analyze, prioritize
and then solve these problems.
Marketing Management: Text and Cases
Robert J. Dolan, McGraw-Hill/Irwin, 2001
This Harvard casebook by Robert J. Dolan is appropriate for the rigorous
end of the spectrum in Marketing Management courses. The overall framework
of this text is clean and easy to follow, focusing more on strategy in
covering the marketing process and less on research and implementation.
This makes the discussion of the marketing mix much more coherent for
professors to teach and students to learn.
Marketing Research: An Applied Approach, 5th edition
Thomas Kinnear and James R. Taylor, McGraw-Hill, 1996
This book provides an applied approach to the managerial use of marketing
research, and is designed and organized by the steps in the marketing
research process. Great care has been taken to deal with the technical
aspects of marketing research in a manner that allows the reader to apply
research procedures to real applications in a pragmatic, step-by-step
Strategy: An Integrated Marketing Communication Approach, 9th
Martin W. Warshaw, James F. Engel and Bonnie B. Reece, Pinnaflex Educational
Resources Inc., 2000
This book focuses on the integration of the entire promotion mix, not
just advertising. As with prior editions, this edition is built on a solid
behavioral foundation. The authors' conviction is that advertising, trade
promotion, consumer promotion, personal selling, direct marketing, public
relations and publicity, and corporate advertising are all component parts
of one integrated promotional mix.
AutoSim-The Marketing Laboratory
Thomas Kinnear, Michael Deighan and Stuart James, Interpretive Software,
This book uses marketing research to teach customer and competitor analysis.
Market knowledge can be used to make decisions in an active and changing
environment. Decisions in the simulation focus on marketing activities
and production and financial issues. The authors designed the "marketing
laboratory" to have the richness of case analysis while placing the
participant in a dynamic, simulated environment.
PharmaSim-Marketing Management Simulation
Thomas Kinnear, Michael Deighan and Stuart James, Interpretive Software,
This book is a computer simulation based on the over-the-counter medicine
industry and is modeled from a brand management perspective, but the issues
addressed can apply to any industry. Participants are members of a marketing
management team. Decisions regarding product mix, pricing, distribution,
advertising and promotion are incorporated into a computer-simulated market
and evaluated based on the competition.
StratSim Marketing: Marketing Strategy Simulation
Michael Deighan, Stuart James and Thomas Kinnear, Interpretive Software,
This book is a marketing strategy simulation game based on the auto industry.
Students can utilize advanced marketing research techniques like conjoint
analysis, perceptual mapping and concept testing.
Back to the Marketing Special Report