Basic Marketing: A Global-Managerial Approach

By S. Shapiro, K. Wong, W. Perreault, Jerome McCarthy. 2004

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Information quality benchmarks: product and service performance (2002, background): “A service is a deed performed by one party/machine for another; it is experienced, used, or consumed; it is perishable, for you cannot keep it; it is produced and consumed simultaneously [5].”
Exploring entrepreneurial marketing (2015, methodology): “Like the work of Deming (1981) in quality management (see for example Hackman &Wageman, 1995), and the work of McCarthy and Perrault (1993) on the integration of a customer-centric marketing focus throughout the firm, EM as an organizational construct suggests that ‘EM is everyone’s job’ and, if…”
Riding the Saddle: How Cross-Market Communications Can Create a Major Slump in Sales (2002, background): “Until recently, it was accepted as fact that these innovators tend to be opinion leaders (Kotler 1997; Perreault and McCarthy 1996).”