David J. Luck

Professor David J. Luck was a prolific author. His classic text, Marketing Research, originally co-authored with Hugh G. Wales and Donald A. Taylor, appeared in seven editions from 1952-87 and in Japanese, Russian, French, Italian and Spanish, among other languages. His other books include Promotional Decision Making: Practice and Theory, Market Strategy, Product Policy and Strategy, Marketing Strategy and Plans and Strategic Marketing Management: Text and Cases.