by Penn, William S.; Arnay, Oscar P.; Clewett, Robert L.; Cole, Robert H.; Dowd, Laurence P.; Enfeur, Paul; Fisk, George; Gross, Alfred; Grubb, Kenneth A.; Hand, Richard J.; Hollander, Stanley C.; Kelley, Eugene J.; Kelley, William T.; Lazer, William; Mccusker, Janet K.; Meissner, Frank; Meyer, Robert E.; Petit, T. A.; Rathmell, J. M.; Rennick, Dan; Saunders, J. E.; Savage, Job K.; Shaw, Steven J.; Smolan, Marvin; Thek, Robert R.; Uleman, T.; Wright, John S.
published in Journal of Marketing (1959)