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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 --CHOICEThe 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 tchangeThe Handbook frames, assesses and synthesizes the work in the field and helps tdefine 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 academicsThe Handbook of Marketing will be invaluable tadvanced 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 (eg, Wilkie Webster, Day, Shocker, Keller, Hauser, Winer, Stewart Parasuraman Zeithaml) puts the matter trest The Handbook is an extraordinary effort The blurb on the dust jacket is an understatement-the Handbook will be invaluable tadvanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing-the book is far more than that… in short, the Handbook is probably invaluable tall academic researchers— JOURNAL OF MARKETINGHandbook 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 texamine 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 alsof 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 tconsider Handbook of Marketing The text will certainly appeal tthose with interests in marketing management; it may alsbe useful tthose whare 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 tcome—JOURNAL OF MARKETING RESEARCH
