Kerin, Roger A. <br/><br/>
Marketing :  the core  
/ Roger A. Kerin; Steven W. Hartley; William Rudelius. 
 - Boston, Mass. :  McGraw-Hill/Irwin,  2004. 
 - xxxii, 135p. :  ill. ;  28cm 
 - McGraw-Hill/Irwin series in marketing .