Books

Marketing faculty members publish regularly in the leading marketing journals, and have written a number of influential books. They have consistently won outstanding teaching awards by presenting the latest marketing concepts in clear and interesting ways.

Please click on the book for more information (when available).

 

Social Media Intelligence, 2014

Wendy W. Moe
David A. Schweidel

Visual Marketing

Visual Marketing, 2007

Michel Wedel 
F.G.M. Pieters (Eds.)

2007, New York: Lawrence Erlbaum Associates, Marketing and Consumer Psychology Series, C.P. Haugtvedt (series editor).

Customer Equity Management

Customer Equity Management

Roland T. Rust
Kay N. Lemon, Das Narayandas

2005, Prentice Hall

e-Service

E-Service

Roland T. Rust & P. K. Kannan

2002, M.E. Sharpe

Understanding Business

Understanding Business

William G. Nickels
James M. McHugh, Susan M. McHugh

2002, McGraw Hill

Student Assessment

Student Assessment and Learning Guide for use with Understanding Business

William G. Nickels
James McHugh, Susan McHugh

2001, McGraw Hill

Market Segmentation

Market Segmentation: Conceptual and Methodological Foundations

Michel Wedel 
W.A. Kamakura, p.1-382. 2nd edition.

2000, Dordrecht: Kluwer

Building Models

Building Models for Marketing Decisions

Michel Wedel 
P.S.H. Leeflang, D.R. Wittink, Ph. Naert

2000, Dordrecht: Kluwer

Driving Customer Equity

Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy

Roland T. Rust
Valarie A. Zeithaml, Katherine N. Lemon

Winner 2002 Berry-AMA Book Prize for the Best Book in Marketing

2000, The Free Press

Marketing: Relationships, Quality, Value

Marketing: Relationships, Quality, Value

William G. Nickels
Marian Burk Wood

1997, Worth Publishing

Service Marketing

Service Marketing

Roland T. Rust
Anthony J. Zahorik, Timothy L. Keiningham

1996, Harper Collins

Readings in Service Marketing

Readings in Service Marketing

Roland T. Rust
Anthony J. Zahorik, Timothy L. Keiningham

1996, Harper Collins

Return on Quality

Return on Quality

Roland T. Rust
Anthony J. Zahorik, Timothy L. Keiningham

1994, Irwin Publishing

Service Quality

Service Quality

Roland T. Rust and 
Richard L. ("Rich") Oliver

1994, Sage Publishing

Ad Media Models

Advertising Media Models

Roland T. Rust

1986, Lexington Books

Marketing Principles

Marketing Principles

William G. Nickels

1978, 1982, Prentice Hall Inc.

Marketing Communications & Promotion

Marketing Communications & Promotion

William G. Nickels

1976, 1984 Grid Inc.