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9780195125733

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"""Overall, I consider the book to be excellent. It is different, clear, and right on the mark in terms of substance. Jagpal is obviously a clear thinker who is able to treat theoretical material from an experienced perspective; he presents complex material efficiently and understandably and you get the impression that he has tremendous depth behind what he puts on the page. A truly fine book.""--David G. Luenberger, Stanford University ""The author has done an excellent job of integrating the relevant economic and finance theories into an overall theory of marketing....A major contribution."" --Donald Morrison, University of California, Los Angeles ""The contents and organization of the text are excellent. The strong emphasis on strategic implications will appeal to managers and MBA students....Jagpal's book makes economic theory a powerful, versatile tool."" --Peter Nye University of Washington ""This book challenges the executive to be analytical and to make the right decisions for the right reasons....The book will be a critical addition to my business library at home and at work. Any manager who wants to make smart, fact-based decisions will feel the same.""--Daniel D. Lynn, Vice President, Marketing Communications and Advertising, Automatic Data Processing, Inc. ""Professor Jagpal's pioneering book moves us forward towards a detailed, integrated, theory of the firm.""--Harry M. Markowitz, Nobel Laureate ""A refreshing approach that reminds us all that marketing is a ""market"" science. It has at its core a system of differential elasticities which needs to be grasped for a complete understanding.""--Vinay Pandit, St. Bona Venture University"

Overall, I consider the book to be excellent. It is different, clear, and right on the mark in terms of substance. Jagpal is obviously a clear thinker who is able to treat theoretical material from an experienced perspective; he presents complex material efficiently and understandably and you get the impression that he has tremendous depth behind what he puts on the page. A truly fine book. --David G. Luenberger, Stanford University The author has done an excellent job of integrating the relevant economic and finance theories into an overall theory of marketing....A major contribution. --Donald Morrison, University of California, Los Angeles The contents and organization of the text are excellent. The strong emphasis on strategic implications will appeal to managers and MBA students....Jagpal's book makes economic theory a powerful, versatile tool. --Peter Nye University of Washington This book challenges the executive to be analytical and to make the right decisions for the right reasons....The book will be a critical addition to my business library at home and at work. Any manager who wants to make smart, fact-based decisions will feel the same. --Daniel D. Lynn, Vice President, Marketing Communications and Advertising, Automatic Data Processing, Inc. Professor Jagpal's pioneering book moves us forward towards a detailed, integrated, theory of the firm. --Harry M. Markowitz, Nobel Laureate A refreshing approach that reminds us all that marketing is a market science. It has at its core a system of differential elasticities which needs to be grasped for a complete understanding. --Vinay Pandit, St. Bona Venture University

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