- Product Planning (1978)
- Marketing Management (1982)
- Strategic Marketing (1990)
- Marketing and Technology: A Strategic Coalignment (1994)
- Understanding Mass Customization: A Cross-Functional Framework (2001)
- Product Platform and Product Family Design: Concepts, Applications, and Case Studies (2018)
Articles
- "A Market Segmentation Approach for Product Planning and Promotion" (1968)
- "The Strategy of Product Line Pricing: A Model and Some Empirical Evidence" (1971)
- "Competitive Strategy in the Pharmaceutical Industry" (1972)
- "The Effect of Promotion Expenditures on Product Price" (1974)
- "The Development and Marketing of New Industrial Products" (1976)
- "The Economics of Product Line Proliferation: A Conceptual Model and Some Empirical Results" (1977)
- "The Relationship between Product Line Width and Profitability" (1978)
- "The Cost of Product Line Proliferation" (1979)
- "Product Line Simplification: A Case Study" (1980)
- "Marketing Myopia" (1981)
- "Strategic Marketing: A Framework for Analysis" (1990)
- "Mass Customization" (1993)
- "Understanding Mass Customization: A Cross-Functional Framework" (2001)
- "Product Platform and Product Family Design: Concepts, Applications, and Case Studies" (2018)