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Marketing / Dhruv Grewal, PhD, Babson College, Michael Levy, PhD, Babson College

Author:
Grewal, Dhruv
Published:
New York, NY : McGraw-Hill Education, [2018]
Copyright Date:
©2018
Edition:
Sixth edition.
Physical Description:
xxxix, 678 pages : color illustrations ; 29 cm
Additional Creators:
Levy, Michael, 1950-

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Contents:
Machine generated contents note: 1.Overview Of Marketing -- What Is Marketing? -- Marketing Is about Satisfying Customer Needs and Wants -- Marketing Entails an Exchange -- Marketing Requires Product, Price, Place, and Promotion Decisions -- Superior Service 1.1: A Service for Fliers, a Moneymaker for JetBlue Airlines: Wi-Fi-Enabled Shopping in the Air -- Marketing Analytics 1.1: Location, Location, Analytics: Starbucks' Use of Data to Place New Stores -- Marketing Can Be Performed by Individuals and Organizations -- Marketing Affects Various Stakeholders -- Marketing Helps Create Value -- Adding Value 1.1: The Meaning of Best Value: Whole Foods' Purpose-Based Marketing -- How Do Marketing Firms Become More Value Driven? -- Social & Mobile Marketing 1.1: What Comes Around: Marketing Today -- Why Is Marketing Important? -- Marketing Expands Firms' Global Presence -- Marketing Is Pervasive across Marketing Channel Members -- Marketing Enriches Society -- Ethical & Societal Dilemma 1.1: Free Fruit for Children: What Could Go Wrong? -- Marketing Can Be Entrepreneurial -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: From Beans to Pralines: The Global Chocolate Market -- 2.Developing Marketing Strategies And A Marketing Plan -- What Is A Marketing Strategy? -- Customer Excellence -- Superior Service 2.1: Amazon Is about Products, Delivery, Prices, and Now Home Services -- Operational Excellence -- Product Excellence -- Locational Excellence -- Multiple Sources of Advantage -- The Marketing Plan -- Step 1: Define the Business Mission -- Step 2: Conduct a Situation Analysis -- Adding Value 2.1: Small Coke Cans: Are Consumers Paying More for Less, or Are They Just Paying to Get What They Want? -- Step 3: Identify and Evaluate Opportunities Using STP (Segmentation, Targeting, and Positioning) -- Step 4: Implement Marketing Mix and Allocate Resources -- Step 5: Evaluate Performance Using Marketing Metrics -- Social & Mobile Marketing 2.1: Making Snapchat More Strategic: How CoverGirl Uses Geotargeting to Leverage the Marketing Potential of a Fun App -- Ethical & Societal Dilemma 2.1: Volkswagen's "Dieselgate" Scandal -- Marketing Analytics 2.1: The First Name in Predictive Analytics: Google -- Strategic Planning Is Not Sequential -- Growth Strategies -- Market Penetration -- Market Development -- Product Development -- Diversification -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Toolkit SWOT Analysis -- Case Study: The Coffee Wars -- Appendix 2A: Writing a Marketing Plan -- 3.Social And Mobile Marketing -- The 4E Framework For Social Media -- Excite the Customer -- Social & Mobile Marketing 3.1: Late-Night Laughs to Order -- Educate the Customer -- Experience the Product or Service -- Adding Value 3.1: Educating Customers Using HubSpot -- Engage the Customer -- The Wheel Of Social Media Engagement -- The Information Effect -- The Connected Effect -- The Network Effect -- The Dynamic Effect -- The Timeliness Effect -- Categories Of Social Media -- Social Network Sites -- Adding Value 3.2: Mercedes-Benz Is LinkedIn -- Media-Sharing Sites -- Thought-Sharing Sites -- Ethical & Societal Dilemma 3.1: The Most Powerful and Appealing Target Market Might Be...Your Mom? -- Going Mobile And Social -- App Pricing Models -- How Do Firms Engage Their Customers Using Social Media? -- Listen -- Analyze -- Marketing Analytics 3.1: Finding a Perfect Match: How eHarmony Leverages Users' Data to Identify Dates-and Their Consumption Patterns -- Do -- Marketing Analytics 3.2: Measuring the Coolest Tunes: A Billboard Chart for the Popularity of Music-Related Tweets -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Images, Sales, Brands: How Red Bull Uses Various Social Media Techniques to Achieve All Its Objectives -- 4.Conscious Marketing, Corporate Social Responsibility, And Ethics -- Conscious Marketing -- Marketing's Greater Purpose: Corporate Social Responsibility As An Element Of Conscious Marketing -- The Stakeholders Of Conscious Marketing -- Employees -- Marketing Analytics 4.1: How Kellogg's Uses Analytics to Address GMO Concerns -- Customers -- Marketplace -- Adding Value 4.1: Walmart Wants to Be the Corporate "Good Guy" -- Society -- Environment -- Integrating Conscious Marketing Throughout The Firm: Leadership And Culture -- Planning Phase -- Implementation Phase -- Social & Mobile Marketing 4.1: How Mobile Phones and Payments Have Created a Viable New Market at the Bottom of the Pyramid -- Control Phase -- Marketing Ethics As A Conscious Marketing Principle -- The Nature of Ethical and Unethical Marketing Decisions -- Ethics and Corporate Social Responsibility -- A Framework for Ethical Decision Making -- Review Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Is There an App for Good Parenting? -- Appendix 4A: Understanding Ethics Using Scenarios -- 5.Analyzing The Marketing Environment -- A Marketing Environment Analysis Framework -- The Immediate Environment -- Company Capabilities -- Competitors -- Corporate Partners -- Macroenvironmental Factors -- Culture -- Demographics -- Social & Mobile Marketing 5.1: Understanding Connections, Both with and by Young Consumers -- Social Trends -- Superior Service 5.1: The MinuteClinic Mobile App: The Latest Service Expansion by CVS -- Ethical & Societal Dilemma 5.1: Green Cereal? -- Technological Advances -- Marketing Analytics 5.1: When the Best Is Good Enough: Netflix's Stellar Predictive Analytics -- Adding Value 5.1: Are We There Yet? Google's Moves to Get Us Closer to Driverless Cars -- Economic Situation -- Political/Regulatory Environment -- Responding to the Environment -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: A Next-Generation Cleanser -- 6.Consumer Behavior -- The Consumer Decision Process -- Need Recognition -- Marketing Analytics 6.1: Tax Time Tactics by H&R Block -- Search for Information -- Social & Mobile Marketing 6.1: The Future of Health Is Mobile -- Evaluation of Alternatives -- Ethical & Societal Dilemma 6.1: Wearing the "Healthy" Label: Natural and Organic Foods -- Purchase and Consumption -- Postpurchase -- Factors Influencing The Consumer Decision Process -- Psychological Factors -- Ethical & Societal Dilemma 6.2: Can Marketing Be Life Threatening? Allegations of Unethical Practices by Pharmaceutical Firms -- Social Factors -- Situational Factors -- Adding Value 6.1: Doing Everything Right-H-E-B Supermarkets -- Social & Mobile Marketing 6.2: Ensuring Mobile Dominance through In-Store Promotion -- Involvement And Consumer Buying Decisions -- Extended Problem Solving -- Limited Problem Solving -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: The Diet Battle-Weight Watchers, Jenny Craig and Slim-Fast -- 7.Business-To-Business Marketing -- B2B Markets -- Manufacturers and Service Providers -- Marketing Analytics 7.1: Clouding over Computing Power -- Resellers -- Adding Value 7.1: The "Alfonso Versant" Fashion Show: Creating Excitement for a New Xerox Printer -- Institutions -- Government -- Social & Mobile Marketing 7.1: iPads Go to Work -- The Business-To-Business Buying Process -- Stage 1: Need Recognition -- Stage 2: Product Specification -- Stage 3: RFP Process -- Stage 4: Proposal Analysis, Vendor Negotiation, and Selection -- Stage 5: Order Specification -- Stage 6: Vendor Performance Assessment Using Metrics -- The Buying Center -- Organizational Culture -- Ethical & Societal Dilemma 7.1: Is It Business or Bribery? -- Building B2B Relationships -- Social & Mobile Marketing 7.2: Making the Most of Linkedln -- The Buying Situation -- Adding Value 7.2: Getting Out the Message with Inbound Marketing -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Staples: The Big Box Retailer That's Really a B2B Powerhouse -- 8.Global Marketing -- Assessing Global Markets -- Economic Analysis Using Metrics -- Analyzing Infrastructure and Technological Capabilities -- Analyzing Governmental Actions -- Ethical & Societal Dilemma 8.1: How Chinese Regulations Change Car-Buying Practices -- Analyzing Sociocultural Factors -- The Appeal of the BRIO Countries -- Social & Mobile Marketing 8.1: The Growth of Social Networking-Brazil's Free Market versus China's Restriction -- Choosing A Global Entry Strategy -- Exporting -- Franchising -- Strategic Alliance -- Joint Venture -- Adding Value 8.1: Tata Starbucks and the Indian Coffee Culture -- Direct Investment -- Choosing A Global Marketing Strategy -- Target Market: Segmentation, Targeting, and Positioning -- Adding Value 8.2: Ponying Up the Latest Ford Mustang -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: The Globalization of the Most Ubiquitous of American Cuisines-the Hamburger -- 9.Segmentation, Targeting, And Positioning -- The Segmentation, Targeting, And Positioning Process -- Step 1: Establish the Overall Strategy or Objectives -- Step 2: Use Segmentation Methods -- Social & Mobile Marketing 9.1: Is Facebook Over? -- Marketing Analytics 9.1: A Complete Ecosystem for Coffee Drinkers: The Starbucks Mobile Plan -- Step 3: Evaluate Segment Attractiveness -- Ethical & Societal Dilemma 9.1: Congressional Hearings and the Ethical Considerations for Modern Loyalty Programs -- Superior Service 9.1: Symbiosis in Your Stay: How Hotels Leverage Their Proximity to Universities -- Step 4: Select a Target Market -- Step 5: Identify and Develop Positioning Strategy -- Positioning Methods -- Positioning Using Perceptual Mapping --, Contents note continued: Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Mercedes-Benz -- 10.Marketing Research -- The Marketing Research Process -- Marketing Research Process Step 1: Defining the Objectives and Research Needs -- Marketing Research Process Step 2: Designing the Research -- Adding Value 10.1: A Key Motivation for Waking Teens Early on Weekends Disappears: Breakfast All Day at McDonalds -- Marketing Research Process Step 3: Collecting the Data -- Marketing Research Process Step 4: Analyzing the Data and Developing Insights -- Superior Service 10.1: Did You Hit the Weights or Swim a Lap Today? Your University Wants to Know-For a Good Reason -- Marketing Research Process Step 5: Developing and Implementing an Action Plan -- Secondary Data -- Inexpensive External Secondary Data -- Syndicated External Secondary Data -- Social & Mobile Marketing 10.1: Nielsen Seeds to Track Viewership, Regardless of the Media People Use to Watch -- Internal Secondary Data -- Marketing Analytics 10.1: Google Analytics Promises Movie Studios the Ability to Predict Performance Weeks Prior to Opening -- Primary Data Collection Techniques -- Observation -- Social Media -- In-Depth Interviews -- Focus-Group Interviews -- Survey Research -- Panel- and Scanner-Based Research -- Experimental Research -- Advantages and Disadvantages of Primary and Secondary Research -- The Ethics Of Using Customer Information -- Ethical & Societal Dilemma 10.1: Oh, Say, Can You See? The Implications of Mannequins That Capture Shoppers' Demographic Data -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Swim, Lift, Play-But Also Donate: Using Market Research to Redefine the YMCA -- Appendix 10A: Using Secondary Data to Assess Customer Lifetime Value (CLV) -- 11.Product, Branding, And Packaging Decisions -- Complexity And Types Of Products -- Complexity Of Products -- Types Of Products -- Product Mix And Product Line Decisions -- Adding Value 11.1: An Entryway to Luxury: The Latest Entry-Level Models from High-End Car Brands -- Marketing Analytics 11.1: How Macy's Defines Its Assortment through Analytics -- Branding -- Value of Branding for the Customer -- Brand Equity for the Owner -- Ethical & Societal Dilemma 11.1: (Not) Marketing Sugary Drinks to Kids -- Branding Strategies -- Brand Ownership -- Naming Brands and Product Lines -- Brand and Line Extensions -- Co-Branding -- Brand Licensing -- Brand Repositioning -- Adding Value 11.2: The Global Appeal and Rebranding Efforts of American Airlines -- Packaging -- Product Labeling -- Ethical & Societal Dilemma 11.2: Mars Inc., an Unlikely but Powerful Proponent of Sugar Labeling on Packages -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable? -- 12.Developing New Products -- Why Do Firms Create New Products? -- Changing Customer Needs -- Market Saturation -- Managing Risk through Diversity -- Adding Value 12.1: No Fairy Godmother Needed: How Disney Is Leveraging Its Inventory of Animated Films to Develop New Live-Action Products -- Fashion Cycles -- Improving Business Relationships -- Diffusion Of Innovation -- Innovators -- Early Adopters -- Ethical & Societal Dilemma 12.1: Drones in the Sky, Questions on the Ground -- Early Majority -- Late Majority -- Laggards -- Using the Diffusion of Innovation Theory -- How Firms Develop New Products -- Idea Generation -- Marketing Analytics 12.1: Data That Help the Brand and the Customer: GM's Big Data Use -- Social & Mobile Marketing 12.1: When Microsoft Plays Catch-Up -- Concept Testing -- Product Development -- Market Testing -- Product Launch -- Evaluation of Results -- The Product Life Cycle -- Introduction Stage -- Growth Stage -- Maturity Stage -- Adding Value 12.2: Skinny on Ingredients, Thick on Promise: The Growth of SkinnyPop Snacks -- Decline Stage -- The Shape of the Product Life Cycle Curve -- Strategies Based on Product Life Cycle: Some Caveats -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Is the Glass Half Full? The Launch, Death Struggles, and Potential Reemergence of Google Glass -- 13.Services: The Intangible Product -- Services Marketing Differs From Product Marketing -- Intangible -- Adding Value 13.1: Kola House Restaurant: Ensuring a Service Experience That Includes Pepsi -- Inseparable Production and Consumption -- Heterogeneous -- Perishable -- Providing Great Service: The GAPS Model -- The Knowledge Gap: Understanding Customer Expectations -- Marketing Analytics 13.1: Using Analytics to Reduce Wait Time at Kroger -- The Standards Gap: Setting Service Standards -- The Delivery Gap: Delivering Service Quality -- The Communications Gap: Communicating The Service Promise -- Ethical & Societal Dilemma 13.1: Fake Reviews -- Service Quality and Customer Satisfaction and Loyalty -- Service Recovery -- Listening to the Customers and Involving Them in the Service Recovery -- Finding a Fair Solution -- Resolving Problems Quickly -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Transportation Network Services: Uber vs. Lyft vs. Taxis -- 14.Pricing Concepts For Establishing Value -- The Five CS Of Pricing -- Company Objectives -- Customers -- Adding Value 14.1: Changing Once, Changing Twice, Changing 3 Million Times: How Amazon Prices to Win -- Marketing Analytics 14.1: Airlines Use Price Elasticities to Price Tickets -- Superior Service 14.1: The Increasing Costs of Play: New Offers and Pricing by Disney and Universal Theme Parks -- Costs -- Break-Even Analysis and Decision Making -- Markup and Target Return Pricing -- Competition -- Channel Members -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study- Planet Fitness: Pricing for Success -- 15.Strategic Pricing Methods And Tactics -- Considerations For Setting Price Strategies -- Cost-Based Methods -- Competition-Based Methods -- Value-Based Methods -- Adding Value 15.1: Value at a Premium Price: Moving Consumers Away from a View of Cheap as Valuable -- Adding Value 15.2: Walmart Offers Low-Priced Organic Foods -- Pricing Strategies -- Everyday Low Pricing (EDLP) -- High/Low Pricing -- New Product Pricing Strategies -- Pricing Tactics -- Pricing Tactics Aimed At Consumers -- Business Pricing Tactics And Discounts -- Legal And Ethical Aspects Of Pricing -- Deceptive or Illegal Price Advertising -- Predatory Pricing -- Price Discrimination -- Price Fixing -- Ethical & Societal Dilemma 15.1: The Verdict: Apple Conspired to Raise Prices on eBooks -- Ethical & Societal Dilemma 15.2: Impeding the Gray Market for Luxury Goods -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Pizza Players, Pizza Prices -- 16.Supply Chain And Channel Management -- The Importance Of Marketing Channel/Supply Chain Management -- Adding Value 16.1: The Beans May Be Slow Cooked, but the Delivery Is Quick -- Marketing Channels Add Value -- Marketing Channel Management Affects Other Aspects of Marketing -- Designing Marketing Channels -- Direct Marketing Channel -- Indirect Marketing Channel -- Managing The Marketing Channel And Supply Chain -- Marketing Analytics 16.1: Analytics in Support of Anticipatory Shipping by Amazon -- Managing the Marketing Channel and Supply Chain through Vertical Marketing Systems -- Managing Marketing Channels and Supply Chains through Strategic Relationships -- Ethical & Societal Dilemma 16.1: Shrinking the Supply Chain to Supply Organic Demand -- Making Information Flow Through Marketing Channels -- Data Warehouse -- Making Merchandise Flow Through Marketing Channels -- Distribution Centers versus Direct Store Delivery -- Adding Value 16.2: E-Tailing in the United States versus India -- The Distribution (or Fulfillment) Center -- Superior Service 16.1: Who Will Win the Same-Day Grocery War? -- Customer Store Pick Up -- Inventory Management through Just-in-Time Inventory Systems -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Zara Delivers Fast Fashion -- 17.Retailing And Omnichannel Marketing -- Choosing Retail Partners -- Superior Service 17.1: Removing the Retailer, Burberry Seeks to Access Consumers Directly -- Channel Structure -- Customer Expectations -- Channel Member Characteristics -- Distribution Intensity -- Identify Types Of Retailers -- Food Retailers -- Adding Value 17.1: Meet the Captain and Visit the Island -- Marketing Analytics 17.1: How FreshDirect Figures Out How and When Customers Order -- General Merchandise Retailers -- Service Retailers -- Developing A Retail Strategy Using The Four PS -- Product -- Adding Value 17.2: Home Depot-Providing Customers Better Access to Products -- Price -- Promotion -- Place -- The Internet And Omnichannel Retailing -- Social & Mobile Marketing 17.1: In-Store and Online Analytics at IKEA -- Deeper and Broader Selection -- Personalization -- Expanded Market Presence -- Integrated CRM -- Brand Image -- Pricing -- Supply Chain -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Making Macy's Meaningful: Moves by the Retail Chain to Maintain Its Competitiveness -- 18.Integrated Marketing Communications -- Communicating With Consumers -- The Communication Process -- How Consumers Perceive Communication -- Social & Mobile Marketing 18.1: Analyzing the Unmeasured: A Snapchat Experiment by Domino's to Test the Channel's Effectiveness -- The AIDA Model --, and Contents note continued: Adding Value 18.1: Landing an Endorsement Contract on Empire: Fiction, Reality, and Pepsi -- Ethical & Societal Dilemma 18.1: The Need to Take Risks in IMC -- Channels Used In An Integrated Marketing Communications Strategy -- Advertising -- Public Relations -- Sales Promotions -- Personal Selling -- Direct Marketing -- Online Marketing -- Planning For And Measuring IMC Success -- Goals -- Setting and Allocating the IMC Budget -- Measuring Success Using Marketing Metrics -- Adding Value 18.2: America's Dream Team, Brought to You by Kia -- Marketing Analytics 18.1: Puma's Use of Google Analytics -- Planning, Implementing, and Evaluating IMC Programs-An Illustration of Google Advertising -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Taking IMC to the Max: Pepsi Max and Modern Communications -- 19.Advertising, Public Relations, And Sales Promotions -- Step 1: Identify Target Audience -- Step 2: Set Advertising Objectives -- Informative Advertising -- Persuasive Advertising -- Reminder Advertising -- Focus of Advertisements -- Step 3: Determine The Advertising Budget -- Step 4: Convey The Message -- The Message -- The Appeal -- Step 5: Evaluate And Select Media -- Mass and Niche Media -- Choosing the Right Medium -- Determining the Advertising Schedule -- Social & Mobile Marketing 19.1: What Comes Around: Just as Digital Has Pushed Out Traditional, Mobile Is Pushing Out Digital Advertising -- Step 6: Create Advertisements -- Adding Value 19.1: Selling Out or Selling Well? The Use and Choice of Popular Music in Advertising Campaigns -- Ethical & Societal Dilemma 19.1: When Makeup Companies Really Do Make Up Models' Faces -- Step 7: Assessing Impact Using Marketing Metrics -- Regulatory And Ethical Issues In Advertising -- Public Relations -- Sales Promotion -- Types of Sales Promotion -- Marketing Analytics 19.1: How CVS Uses Loyalty Data to Define Coupons -- Using Sales Promotion Tools -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Making Mastercard Priceless -- 20.Personal Selling And Sales Management -- The Scope And Nature Of Personal Selling -- Personal Selling as a Career -- The Value Added by Personal Selling -- Social & Mobile Marketing 20.1: Managing Relationships While Mobile: Sales Reports from the Field -- The Personal Selling Process -- Step 1: Generate and Qualify Leads -- Adding Value 20.1: College Athletics Turn to the Pros for Sales Help -- Step 2: Preapproach and the Use of CRM Systems -- Adding Value 20.2: Selling in the Cloud: The Growth and Success of Salesforce.com -- Step 3: Sales Presentation and Overcoming Reservations -- Step 4: Closing the Sale -- Step 5: Follow-Up -- Managing The Sales Force -- Sales Force Structure -- Recruiting and Selecting Salespeople -- Sales Training -- Motivating and Compensating Salespeople -- Adding Value 20.2: When Tupperware Does More Than Store Food: Sales as Empowerment among Indonesian Women -- Ethical And Legal Issues In Personal Selling -- The Sales Manager and the Sales Force -- The Sales Force and Corporate Policy -- The Salesperson and the Customer -- Ethical & Societal Dilemma 20.1: When Realtors Become Reality Stars -- Reviewing Learning Objectives -- Key Terms -- Marketing Digitally -- Marketing Applications -- Quiz Yourself -- Case Study: Alta Data Solutions: Making the Sale.
Subject(s):
ISBN:
9781259709074 (alk. paper)
1259709078 (alk. paper)
Bibliography Note:
Includes bibliographical references and indexes.
View MARC record | catkey: 21274752