In Pursuit of Happiness, Textbooks

Chuck Lamb () and O. C. Ferrell ()
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Chuck Lamb: TCU
O. C. Ferrell: Auburn University

A chapter in The Great Facilitator, 2019, pp 103-111 from Springer

Abstract: Abstract This chapter focuses on the area where Joe and his many coauthors have likely had the greatest impact in terms of students touched. Joe has authored many books beyond those aimed at advanced statistical applications. Perhaps the most impactful was the novel approach to marketing principles, MKTG. The chapter also chronicles the long list of coauthors who have been involved with or introduced to textbook writing through Joe Hair.

Keywords: Marketing; Multivariate data analysis; Textbook writing (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-06031-2_14

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DOI: 10.1007/978-3-030-06031-2_14

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