@book{140911,
	author = {Rao, Vithala R. and Steckel, Joel H.},
	title = {The new science of marketing :},
	publisher = {Irwin Professional Pub.,},
	year = {c1995.},
	address = {Chicago :},
	url = {http://www.loc.gov/catdir/description/mh022/96195518.html}
}