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In Pursuit of Happiness, Textbooks

In: The Great Facilitator

Author

Listed:
  • Chuck Lamb

    (TCU)

  • O. C. Ferrell

    (Auburn University)

Abstract

This chapter focuses on the area where Joe and his many coauthors have likely had the greatest impact in terms of students touched. Joe has authored many books beyond those aimed at advanced statistical applications. Perhaps the most impactful was the novel approach to marketing principles, MKTG. The chapter also chronicles the long list of coauthors who have been involved with or introduced to textbook writing through Joe Hair.

Suggested Citation

  • Chuck Lamb & O. C. Ferrell, 2019. "In Pursuit of Happiness, Textbooks," Springer Books, in: Barry J. Babin & Marko Sarstedt (ed.), The Great Facilitator, pages 103-111, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-06031-2_14
    DOI: 10.1007/978-3-030-06031-2_14
    as

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