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Publications Received

Publications Received JOURNAL OF MARKETING RESEARCH, FEBRUARY 1968 FOUNDATIONS FOR A THEORY OF CONSUMER BEHAVIOR, W. T. Tucker. New York: Holt, Rine­ Jules Backman, Advertising & Competition. New York: hart and Winston, 1967. 148 pp. $3.95. New York University Press. 1967. 239 pp. $5.00. A textbook so engrossing that it captures the atten­ Robert Ballon, Doing Business in Japan. Rutland, Vt.: tion of the student is rare, but the selections in this slim Charles E. Tuttle Co. 1967. 215 pp. $5.00. volume are more absorbing than any this reviewer has Raymond A. Bauer, Social Indicators. Cambridge, Mass.: encountered in some time. For example, the touching The M.I.T. Press. 1967. 357 pp. $3.45. John M. Brion, Corporate Marketing Planning. New York: story of a poor Mexican peasant who discovers he has John Wiley & Sons, Inc. 1967. 577 pp. $13.95. paid too much for a shirt concludes with: "As I drove Richard W. Budd, Robert K. Thorp, and Lewis Donohew, away in the truck, I could see that Juan still had a wor­ Content Analysis of Communications. New York: The ried expression in his face. He looked very much like a Macmillan Co. 1967. 147 pp. $5.95. man who knows he has http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Publications Received

Journal of Marketing Research , Volume 5 (1): 2 – Feb 1, 1968
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References (4)

Publisher
SAGE
Copyright
© 1968 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224376800500126
Publisher site
See Article on Publisher Site

Abstract

JOURNAL OF MARKETING RESEARCH, FEBRUARY 1968 FOUNDATIONS FOR A THEORY OF CONSUMER BEHAVIOR, W. T. Tucker. New York: Holt, Rine­ Jules Backman, Advertising & Competition. New York: hart and Winston, 1967. 148 pp. $3.95. New York University Press. 1967. 239 pp. $5.00. A textbook so engrossing that it captures the atten­ Robert Ballon, Doing Business in Japan. Rutland, Vt.: tion of the student is rare, but the selections in this slim Charles E. Tuttle Co. 1967. 215 pp. $5.00. volume are more absorbing than any this reviewer has Raymond A. Bauer, Social Indicators. Cambridge, Mass.: encountered in some time. For example, the touching The M.I.T. Press. 1967. 357 pp. $3.45. John M. Brion, Corporate Marketing Planning. New York: story of a poor Mexican peasant who discovers he has John Wiley & Sons, Inc. 1967. 577 pp. $13.95. paid too much for a shirt concludes with: "As I drove Richard W. Budd, Robert K. Thorp, and Lewis Donohew, away in the truck, I could see that Juan still had a wor­ Content Analysis of Communications. New York: The ried expression in his face. He looked very much like a Macmillan Co. 1967. 147 pp. $5.95. man who knows he has

Journal

Journal of Marketing Research – SAGE

Published: Feb 1, 1968

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