Publications
Publications
- Journal of Marketing
Book review of Contemporary Perspectives on Strategic Market Planning, by Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Allyn and Bacon, 1990.
Keywords
Citation
Cespedes, Frank V. "Book review of Contemporary Perspectives on Strategic Market Planning, by Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Allyn and Bacon, 1990." Journal of Marketing 55, no. 2 (April 1991): 77–83.