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Ronald A. NykielA FASCINATING HANDBOOK FOR PRACTITIONERS AND STUDENTS. . . . COMPREHENSIVE. . . . The content and presentation are superb. . . . Loaded with rich case examples featuring major brands. . . . Each case is easy to read, filled with content, and placed within the context of success or failure. The rationale for the pro and/or con assessments include specific measurable quantitative, as well as professional qualitative assessments. AN EXTREMELY VALUABLE CONTRIBUTION TO THE LITERATURE.
—CHA, CHE, Conrad N. Hilton Distinguished Chair, University of Houston; Author of Marketing Your Business: A Guide to Developing a Strategic Marketing Plan