2008 - Marketing Educators' Association

needs, and with the cost that they are willing to
forego, discussions of both areas need concepts to
support each other’s claims.
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Changing publics and changing
public services. London: SAGE Publications.
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Collier, R. A. (1995). Profitable product
management. Oxford: Butterworth-Heinemann.
Keat, P. G., & Young, P. K. Y. (2003). Managerial
economics, Economic tools for today’s decision
makers (4 th ed.). Upper Saddle River, NJ:
Prentice Hall.
Weitz, B., Castleberry, S. B., & Tanner, J. F. (2001),
Selling: Building partnerships (4 th ed.). New
York, NY: McGraw-Hill.