Handbook of 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.- Journal 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 SchoolThe 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.