He has authored or co-authored twenty books, including the very popular Marketing Models with Phil Kotler and Sridhar Moorthy, Marketing Engineering with Arvind Rangaswamy and most recently, Principles of Marketing Engineering, with Arvind Rangaswamy and Arnaud De Bruyn. He has also published over 100 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory.
This individual has authored or co-authored twenty books, including "Marketing Models" with Phil Kotler and Sridhar Moorthy, "Marketing Engineering" with Arvind Rangaswamy, and most recently, "Principles of Marketing Engineering" with Arvind Rangaswamy and Arnaud De Bruyn. He has also published over 100 professional articles in areas like industrial marketing, new product development, marketing models, and bargaining theory.