This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals. More than a dozen and a half current and former editors of marketing journals contributed to this volume, contributing words of wisdom and sage advice for the beginning scholar and experienced writer alike. The book covers such topics as ideation, positioning of papers, review of the literature, discussion of methods, presentation of results, development of theoretical and practical implications and responding to reviewers. Both empirical and conceptual papers are addressed. Individual chapters focus on papers with a behavioral focus, a marketing science focus, a strategy focus, and a public policy focus. This book is an indispensable guide for doctoral students, faculty teaching doctoral courses, individuals early in their career in marketing and scholars who wish to place their work in those journals which have a significant impact on the marketing discipline. Contributors include: J.R. Bettman, R.N. Bolton, L. Ferrell, O.C. Ferrell, G.N. Frazier, R.P. Hill, J. Huber, C.S. Katsikeas, U. Kayande, V. Kumar, D.M. Ladik, D.R. Lehmann, M.F. Luce, D.J. MacInnis, V. Mittal, C. Moorman, C. Pechmann, J.H. Roberts, R. Staelin, D.W. Stewart, S. Stremersch, J.O. Summers, S.L. Vargo, R.S. Winer

THE LEGENDARY TEACHER OF STORY . . . Robert McKee's new book CHARACTER: The Art of Role and Cast Design for Page, Stage and Screen is an excellent companion volume to his hugely successful STORY: Substance, Structure, Style and the Principles of Screenwriting and DIALOGUE: The Art of Verbal Action for Page, Stage and Screen. Divided into four parts (In praise of Character, Character Creation, The Character Universe and Character Relationships) CHARACTER has a primary purpose of enriching the reader's insight into the nature of a fictional character and sharpens the creative techniques necessary to invent a complex cast of personalities, starting with the protagonist then adding the cast of supporting roles. McKee uses scenes from classic films and television programmes, Sex and the City, Casablanca, The Sopranos, Breaking Bad and Fawlty Towers, and the works of classical dramatists, Homer, Shakespeare, Samuel Beckett, to demonstrate how characters are constructed and developed for page, stage and screen. Robert McKee is an author, lecturer and story consultant whose popular writing workshops have brought him international fame. His book STORY, is the basis for his programme and it has defined how we regard the art of story creation. In STORY's companion volume, DIALOGUE, McKee offers the same in-depth analysis of how actors speak on the screen, on the stage and on the page. CHARACTER is a masterly work with a primary purpose of enriching the reader's insight into the nature of a fictional character and sharpening the creative techniques necessary to invent a complex cast of personalities, starting with the protagonist then adding the first, second and third tiers of supporting roles. CHARACTER is a brilliant addition to the genre and is essential reading for all aspiring writers.