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English - 614 pages - ISBN-10: 1412921201 - ISBN-13: 9781412921206

1/5 by 73 votes


NEW IN PAPERBACK ′TheHandbook of Marketingis 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. TheHandbookis 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 Handbookis probably invaluable to all academic researchers′ - Journal of Marketing ′Handbook of Marketingis 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 Marketingpresents 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 Marketingwill be invaluable to advanced undergraduates, graduate students and academics in marketing. International Advisory Board: Sonke AlbersChristian-Albrechts-University of Kiel, Germany / Erin AndersonINSEAD, France / Rick BagozziRice University, USA / Patrick BarwiseLondon Business School / Rod BrodieUniversity of Auckland / Anne T CoughlanNorthwestern University / George DayUniversity of Pennsylvania / Lars Gunnar-MattssonStockholm School of Economics / Hubert GatignonINSEAD, France / Håkan HåkanssonThe Norwegian School of Management / Stephen J. HochUniversity of Pennsylvania, USA / Kevin KellerDartmouth College, USA / Donald LehmannColumbia University, USA / Gilles LaurentHEC, France / Leonard LodishUniversity of Pennsylvania / Richard LutzUniversity of Florida / David MidgleyINSEAD, France / David MontgomeryStanford University, USA / William PerreaultUniversity of North Carolina, USA / John RobertsStanford University, USA / Allan ShockerUniversity of Minnesota / Piet Vanden AbeeleVlerick Leuven Gent Management School, Belgium / Russell WinerUniversity of California, Berkeley, USA / Dick WittinkYale School of Management, USA

Reviews

64x64

Kelly Mercado

Very good book...U will get to understand him so much better.

Craig Thompson

Exciting to read and hard to put down

Ryan Cunningham

Incredible This book took over my life and I could not put it down.

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