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Book Review: Marketing Research in the Developing Countries: A Handbook

exciting directions. The role of retail advertising, which forms the subject matter of the case entitled "Macy's New York (C)," illustrates this. The case summarizes interviews with six executives, elaborating on their feelings and evaluation of the company's promotional objectives, justification behind the policies pursued, techniques used for allocating funds, and so forth. The cases are well written and comprehensive in nature. They represent a wide range of the strategic problems that mass merchandisers face. Despite their length, they read smoothly and are easily understood. Almost all of the cases have a sharp focus on an underlying decision. This helps in avoiding superfluous discussion in the class which tends to divert students' attention from analyzing and raising important issues contained in the case. Each case is carefully documented with facts and figures, giving the reader a clear idea on how and why the underlying strategies were pursued. There are extensive appendixes at the end of the cases relating to the techniques, procedures, and systems used in each case. A separate part has been assigned to longrange planning. On the whole, the book is a valuable contribution; 105