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Journal of the Academy of Marketing Science Aims and scope Submit manuscript

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  • Developing, Implementing, and Managing an Effective Marketing Plan by Hal Goetsch. Chicago, IL, 1993, American Marketing Association, $50.00, 249 pp.

  • How to Create Interest-Evoking, Sales-Inducing, Non-Irritating Advertising byWalter Weir.New York:Haworth, 1993, $29.95, 213 pp.

  • Marketing Masters: Secrets of America’s Best Companies by Gene Walden and Edmund O. Lawler. 1993, HarperBusiness, $22.50.

  • Moscow Meets Madison Avenue by Gary Burandt with Nancy Giges New York: Harper Collins, 1992, $22.50, p. 222.

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Authors and Affiliations

  1. Arizona State University, USA

    Essam Mahmoud

  2. American Graduate School of International Management, USA

    Gillian Rice

  3. Acadia University, USA

    Rick Sparkman

  4. California State University, San Bernardino

    Victoria A. Seitz

  5. Boston College, USA

    Victoria L. Crittenden

  6. Georgia Institute of Technology, USA

    Francis M. Ulgado

Authors
  1. Essam Mahmoud
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  2. Gillian Rice
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  3. Rick Sparkman
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  4. Victoria A. Seitz
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  5. Victoria L. Crittenden
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  6. Francis M. Ulgado
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Mahmoud, E., Rice, G., Sparkman, R. et al. Book reviews. JAMS 22, 186–190 (1994). https://doi.org/10.1177/0092070394222009

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  • DOI: https://doi.org/10.1177/0092070394222009

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