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Handbook of Marketing
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Handbook of Marketing

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Other Titles in:
Marketing

March 2006 | 582 pages | SAGE Publications Ltd

Now available for review in the NEW Paperback Edition! 1-4129-2120-1 

"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"

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

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

Chapter 1

Introduction

Front Matter

Chapter 1

Introduction


Preview this book

Barton Weitz

Robin Wensley

Robert Wensley is Emeritus Professor of Policy and Marketing at the Warwick Business School.   Professor at Warwick since 1986 and Chair of the School from 1989 to 1994, and Chair of the Faculty of Social Studies from 1997 to 1999. Most recently Director of the AIM Research initiative from 2004 to 2011. He was previously with RHM Foods, Tube Investments and the London Business School and was visiting Professor at UCLA (twice) and University of Florida. He was Chair of the Council of the Tavistock Institute of Human Relations from 1998 until 2003 and a member of the Sunningdale Institute (2008 -11)He is a Fellow of the British... More About Author

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ISBN: 9781412921206
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