ISBN 10: 0077642295 ISBN 13: 9780077642297

Publisher: McGraw-Hill Education, 2012

Binder Ready Loose-Leaf Text - This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students.

About the Author:

Mary C. Gilly

Professor of Marketingat the Paul Merage School of Business, University of California, Irvine. Shereceived her B.A. from Trinity University in San Antonio, Texas; her M.B.A.from Southern Methodist University in Dallas, Texas; and her Ph.D. from theUniversity of Houston. At UCI, Dr. Gilly has served as Vice Dean, AssociateDean, Director of the Ph.D. Program, Faculty Chair in the School of Business,Associate Dean of Graduate Studies, and Chair of the Academic Senate for thecampus. She was elected Chair of the UC Academic Council and served at the UCOffice of the President from 2013 through 2015. She has been on the facultiesof Texas A&M University and Southern Methodist University and has been avisiting professor at the Madrid Business School and Georgetown University.
Professor Gilly has been a member of the ­American Marketing Association since1975 and has served that organization in a number of capacities, includingMarketing Education Council, President, Co-Chair of the 1991 AMA SummerEducators’ Conference, and member and chair of the AMA–Irwin DistinguishedMarketing Educator Award Committee. She currently serves as Academic Directorfor the Association for Consumer Research. Professor Gilly has published herresearch on international, cross-cultural, and consumer behavior topics in Journalof Marketing, Journal of Consumer ­Research, Journal of Retailing,California Management Review, and other venues. In 2011, she receivedthe Williams-Qualls-Spraten Multicultural Mentoring Award of Excellence.