NEW IN PAPERBACK 'The Handbook of Marketing is different... that
Barton Weitz and Robin Wensley are its editors should suggest
something out of the ordinary. A glance at the contributors (e.g.,
Wilkie. Webster, Day, Shocker, Keller, Hauser, Winer, Stewart.
Parasuraman. Zeithaml) puts the matter to rest. The Handbook is an
extraordinary effort. The blurb on the dust jacket is an
understatement-the "Handbook will be invaluable to advanced
undergraduates, graduate students, academics, and thoughtful
practitioners in marketing"-the book is far more than that..... in
short, the Handbook is probably invaluable to all academic
researchers' - Journal of Marketing 'Handbook of Marketing is a
rich compilation of thorough reviews in the field of marketing
management. The editors have selected premier marketing scholars
and have given them the opportunity to examine their area of
expertise in a format much less confining than those provided by
the major journals in the field. The authors have taken this
opportunity and have done an outstanding job not only of reviewing
and structuring the extensive body of thought in many major areas
of marketing management but also of providing valuable suggestions
for further research. They have brought together major
contributions from the field of marketing and from other related
disciplines. I strongly encourage marketing scholars to consider
Handbook of Marketing. The text will certainly appeal to those with
interests in marketing management; it may also be useful to those
who are more focused on methodological issues but interested in
topics that need additional, rigorous investigation.... In summary,
Weitz and Wensley should be congratulated for the excellent work in
developing Handbook of Marketing. The book fills a major void in
the marketing literature on marketing management and will serve the
discipline for many years to come' - Journal of Marketing Research
'This text achieves the rare goal of covering marketing clearly and
deeply, with no unnecessary examples or pretty pictures. For the
enquiring mind, it is a wonderful link between a basic knowledge of
marketing concepts and a grasp of where research in marketing is
taking us' - Ken Simmonds, Emeritus Professor of Marketing and
International Business, London Business School The Handbook of
Marketing presents a major retrospective and prospective overview
of the field of marketing, and provides a landmark reference at a
time when many of the traditional boundaries and domains within the
marketing discipline have been subject to change. - A high calibre
collection compiled by an international and extremely distinguished
advisory board of marketing academics - With contributions from
leading scholars in the field, each covering the latest research
issues in particular areas of expertise - Each chapter provides the
necessary background for study and research of specific empirical
and theoretical topics in marketing. The Handbook of Marketing will
be invaluable to advanced undergraduates, graduate students and
academics in marketing. International Advisory Board: Sonke Albers
Christian-Albrechts-University of Kiel, Germany / Erin Anderson
INSEAD, France / Rick Bagozzi Rice University, USA / Patrick
Barwise London Business School / Rod Brodie University of Auckland
/ Anne T Coughlan Northwestern University / George Day University
of Pennsylvania / Lars Gunnar-Mattsson Stockholm School of
Economics / Hubert Gatignon INSEAD, France / Hakan Hakansson The
Norwegian School of Management / Stephen J. Hoch University of
Pennsylvania, USA / Kevin Keller Dartmouth College, USA / Donald
Lehmann Columbia University, USA / Gilles Laurent HEC, France /
Leonard Lodish University of Pennsylvania / Richard Lutz University
of Florida / David Midgley INSEAD, France / David Montgomery
Stanford University, USA / William Perreault University of North
Carolina, USA / John Roberts Stanford University, USA / Allan
Shocker University of Minnesota / Piet Vanden Abeele Vlerick Leuven
Gent Management School, Belgium / Russell Winer University of
California, Berkeley, USA / Dick Wittink Yale School of Management,
USA
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