by Gross, Walter; Jolson, Marvin A.; Leonard, Myron; Michman, Ronald D.; Barry, Thomas E.; Becherer, Richard C.; Calabro, Pat; Culley, James D.; Dixon, Donald F.; Etzel, Michael J.; Freiden, Jon B.; Gable, Myron; Hindersman, Charles H.; Horsley, Joe B.; Jackson, Donald W.; Kahler, Ruel C.; King, Robert L.; Krotkoff, Hertha H.; Lammers, H. Bruce; Laric, Michael V.; Litvack, David; Meissner, Frank; Norvell, Douglass G.; Penn, William S.; Rucks, Conway; Schlissel, Martin R.; Schoell, William F.; Soldner, Helmut; Spencer, Ulrich M.
published in Journal of Marketing (1980)