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Handbook of Marketing
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Handbook of Marketing

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Marketing (General)

March 2006 | 582 pages | SAGE Publications Ltd
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 / Håkan Håkansson 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

Barton A Weitz and Robin Wensley
Introduction
 
PART ONE: INTRODUCTION
William L Wilkie and Elizabeth S Moore
Marketing's Relationship to Society
D G Brian Jones and Eric H Shaw
A History of Marketing Thought
Frederick E Webster Jr
Role of Marketing and the Firm
 
PART TWO: MARKETING STRATEGY
George S Day and Robin Wensley
Marketing Strategy and Theories of the Firm
Allan D Shocker
Determining the Structure of Product-Markets
Practices, Issues and Suggestions  
Hubert Gatignon and David Soberman
Competitive Response and Market Evolution
 
PART THREE: MARKETING ACTIVITIES
Kevin Lane Keller
Branding and Brand Equity
Ely Dahan and John R Hauser
Product Development
Managing a Dispersed Process  
Erin Anderson and Anne T Coughlan
Channel Management
Structure, Governance and Relationship Management  
Sönke Albers
Salesforce Management
Compensation, Motivation, Selection and Training  
Chezy Ofir and Russell S Winer
Pricing
Economic and Behavioral Models  
David W Stewart and Michael A Kamins
Marketing Communications
Scott A Neslin
Sales Promotion
A Parasuraman and Valerie A Zeithaml
Understanding and Improving Service Quality
A Literature Review and Research Agenda  
 
PART FOUR: MARKETING MANAGEMENT
J Edward Russo and Kurt A Carlson
Individual Decision-Making
Murali K Mantrala
Allocating Marketing Resources
Eric M Eisenstein and Leonard M Lodish
Marketing Decision Support and Intelligent Systems
Precisely Worthwhile or Vaguely Worthless?  
 
PART FIVE: SPECIAL TOPICS
Johny K Johanson
Global Marketing
Research on Foreign Entry, Local Marketing, Global Management  
Steven M Shugan
Services Marketing and Management
Capacity as a Strategic Marketing Variable  
Håkan Håkansson and Ivan Snehota
Marketing in Business Markets
Patrick Barwise, Anita Elberse and Kathy Hammond
Marketing and the Internet
 
PART SIX: CONCLUDING OBSERVATIONS
Robin Wensley and Barton A Weitz
Concluding Observations

`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. I strongly encourage marketing scholars to consider 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

'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


In my opinion this book would not be right for my undergraduates. From a positive point it has help me in some of my own research, to that end I would consider it at masters level.

Mr Alan Shaw
Business, Sheffield Hallam University
January 19, 2014

This book provides wide range of marketing concepts and issues and deserves the title; "Handbook of Marketing"

Mr Mahmut Sami Islek
Business Administration, Karamanoglu Mehmetbey University
November 29, 2012

Excellent for MBA marketing sudents

Dr Daniel Valentine
School of Business, Albion College
June 4, 2011

Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory

Adam Raman
School of Marketing, Kingston University
June 2, 2011

A comprehensive book for PG level. It nicely summarises research done in marketing. A good extra reading for students who are interested in theoretical development of marketing.

Dr Hazel Huang
Durham Business School, Durham University
December 10, 2010

Sample Materials & Chapters

Introduction

Introduction

Front Matter

Chapter 1

Chapter 1


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ISBN: 9781412921206
£37.99
ISBN: 9780761956822
£120.00

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