Relevant Knowledge Series from MSI (www.msi.org)

Pricing, by Russell Winer, addresses a topic of longstanding interest to marketing strategists and scholars. His overview includes customer value and the price-setting decision, consumer response to price, pricing tactics, empirical research on price, and pricing on the Internet.

Service Quality by Valarie Zeithaml and A. Parasuraman, offers a rigorous and accessible overview of service quality, discusses returns on service quality, and outlines emerging challenges of delivering service quality on the Internet.

Branding and Brand Equity by Kevin Lane Keller addresses an area of top management concern. His overview of the topic includes the conceptualization and measurement of brand equity, brand building, brand extensions, and brand strategies and alliances.

Sales Promotion by Scott Neslin explores how promotion affects sales and profits, types of sales promotions, and the interaction of advertising and promotion. Drawing on extensive academic research, Neslin offers a practical overview of why and how promotions work.

Also from MSI

Assessing Marketing Strategy Performance, edited by Christine Moorman, Duke University, and Donald R. Lehmann, Columbia University, addresses a topic of critical enduring importance to marketing. In 13 chapters authored by leading marketing scholars, Assessing Marketing Strategy Performance offers a powerful set of tools to help researchers investigate whether and how marketing influences firm performance. It will be a valuable resource to those seeking to better understand marketing’s role in the firm.