Core Concepts of Marketing

PREFACE vii

JoeK.Ballenger
StephenF.AustinStateTJniversity

DongJinLee
StateUniversityofNewYork(SU NY), Bingha;nton

AmitBhatnagar
UniversityofWisconsin,Milwaukee

ThomasL.Ainscough
CollegeofWilliamandMary

JeffreyB.Schmidt
U niversityofIll inoisat'Jrbana-Champaign

JamesV.Spiers
ArizonaStateUniversity

I would alsoliketothanktheWileyteamincludingmyeditor,JeffMarshall,marketing
manager, CharityRobey,productioneditor,NorinePigliucci,CindyRhoads,DawnStan-
ley, MikeBrennan,andE lyseRi ederfortheirhardworkandsupportofthisproject.A great
dealofthanksalsogoestomyfriendandcolleague,PallabPaul,forhisoutstandingcon-
tri~utionstothewebsite.