From time to time we ask our customers and friends in marketing and market research the titles of their all-time favorite marketing books--the ones that stay on their shelves and that they consult. With the plethora of new marketing books available, it is surprising how many of their favorite books are "oldies." This is a list from Mark L. Renaghan, a retired associate dean and marketing professor at the Statler School of Hotel Administration at Cornell University. If you'd like to submit your list of "favorites," send an email to doris@paramountbooks.com. Please make sure to tell us how you would like to be identified.
Most of these books are available from amazon.com.
1. Future Perfect by Stan Davis
2. Multivariate Data Analysis by Joseph Hair et al
3. Discovering the Soul of Service by Leonard Berry
4. Delivering Profitable Value by David Lanning
5. Marketing Research: Methodological Foundations by Gilbert Churchill
Thursday, December 06, 2007
A List of Favorites from a Marketing Prof
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