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Author Name    Shyamal Ghose, Foreword By R. Gopalkrishnan

Title   The Practice of Marketing: Science or Superstition?

Binding   Paperback

Book Condition   New

Edition   First Edition

Size   7.75 x 5.25 Inches

Publisher   New Delhi, India Roli Books 2005

ISBN    8174363432 / 9788174363435

Seller ID   009625

This book offers a comprehensive introduction to the methodology and applications of marketing models, starting with building blocks for models. This is then followed by the design of measurement instruments for the model and field experiments, and then the art (and science!) of drawing conclusions from the field studies. All this is achieved in a cohesive and concise manner with the overall strategy providing the link between these sections. A ‘how-to” book that is not burdened by indecipherable theory, it is also extremely easy to read with short, distinct chapters. In short, a must-read for marketing practitioners who believe there is more to marketing than ‘gut feel’!! Printed Pages: 276.


Price = 7.50 USD

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