@book{5727,
	author = {Perreault, William D,  and McCarthy, E. Jerome },
	title = {Essentials of marketing : },
	publisher = {Irwin, },
	year = {c2006.},
	series = {Irwin series in marketing},
	address = {Chicago : },
	edition = {10th ed.},
	note = {McCarthy's name appears first in previous ed.}
}