Frank HoustonFRANKLIN S. HOUSTON is Associate Professor of Marketing at Rutgers University, Camden, New Jersey. He recently co-authored Marketing Exchange Transactions and Relationships (Quorum, 1992) with Jule Gassenhiemer and James Maskulka. Articles he as authored or co-authored have appeared in a number of journals including the Journal of Marketing, Journal of Marketing Research, Decision Sciences, Journal of Business, Journal of Retailing, Journal of Advertising, and Journal of Advertising Research. This work has included demand modeling and marketing theory. Read More Read Less
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