Abstract
Evaluating and selecting a basic marketing text-book is a judgemental process. This study suggests the use of a quantitative technique not as a substitute for decision-making, but as a tool to guide those making the decision. The results of using multidiirensional scaling (MDS) techniques as an objective method to guide the textbook selection process are reported.
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Robin, D.P., Jones, S.R., Marlow, N.D. (2015). An Alternative Textbook Selection Method. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_31
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DOI: https://doi.org/10.1007/978-3-319-16943-9_31
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
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