APA (7th ed.) Citation

Otteson, S. F., Panchar, W. G., & Patterson, J. M. (1964). Marketing: The firm's viewpoint. Macmillan.

Chicago Style (17th ed.) Citation

Otteson, Schuyler F., William G. Panchar, and James M. Patterson. Marketing: The Firm's Viewpoint. New York: Macmillan, 1964.

MLA (9th ed.) Citation

Otteson, Schuyler F., et al. Marketing: The Firm's Viewpoint. Macmillan, 1964.