Legends in marketing

"The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This third set in the series, consisting of 7 volumes, is a tribute to Professor Monroe, known as one of the Deans of Pricing teaches among other areas, Pricing Strategy, Tactics, Marketing Management and Research Method. His research areas include Behavioral Pricing and Consumer Shopping Behavior"--