This book is ideally suited for doctoral students . . . all chapters offer well-developed summaries of research in the particular field and guidance on future research.""
--CHOICE
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.
The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics.
The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
“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.