@book{10132, address = {New York, N.Y. :}, edition = {[1st ed.]}, title = {Marketing management :}, publisher = {McGraw-Hill/Irwin,}, author = {Lal, Rajiv. and Quelch, John A.}, year = {c2005.}, url = {http://www.loc.gov/catdir/toc/mh041/2004042585.html} }