Book Review: The Knowledge Link: How Firms Compete through Strategic Alliances

youth? (b) how youth was sold to, and (c) youth marketing by nonprofit institutions. These three well-integrated summaries provide the student of marketing history with valuable bibliographies, each classified by analysis area. Thus, the authors provide us with a solid academic contribution, in addition to an engaging read. One acknowledged limitation of the book is that the material concentrates on white, urban, middle class collegiate youth and not on working class, minority, immigrant, or non-academic youth. This limitation is probably attributable to the simple fact that advertisers targeted their messages to those with disposable income. One topic did appear to be short changed; the reader would probably like to see more than five pages devoted to price and distribution segmentation practices. The authors do not make clear whether there was a dearth of data concerning these important topics. Was There a Pepsi Generation Before Pepsi Discovered It? provides a strong addition to the developing literature in marketing history. Both academicians and practitioners can find valuable insights into present practices from this lively view of our past.