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′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
Table of Content
Introduction – Barton A Weitz and Robin Wensley
PART ONE: INTRODUCTION
Marketing′s Relationship to Society – William L Wilkie and Elizabeth S Moore
A History of Marketing Thought – D G Brian Jones and Eric H Shaw
Role of Marketing and the Firm – Frederick E Webster Jr
PART TWO: MARKETING STRATEGY
Marketing Strategy and Theories of the Firm – George S Day and Robin Wensley
Determining the Structure of Product-Markets – Allan D Shocker
Practices, Issues and Suggestions
Competitive Response and Market Evolution – Hubert Gatignon and David Soberman
PART THREE: MARKETING ACTIVITIES
Branding and Brand Equity – Kevin Lane Keller
Product Development – Ely Dahan and John R Hauser
Managing a Dispersed Process
Channel Management – Erin Anderson and Anne T Coughlan
Structure, Governance and Relationship Management
Salesforce Management – Sönke Albers
Compensation, Motivation, Selection and Training
Pricing – Chezy Ofir and Russell S Winer
Economic and Behavioral Models
Marketing Communications – David W Stewart and Michael A Kamins
Sales Promotion – Scott A Neslin
Understanding and Improving Service Quality – A Parasuraman and Valerie A Zeithaml
A Literature Review and Research Agenda
PART FOUR: MARKETING MANAGEMENT
Individual Decision-Making – J Edward Russo and Kurt A Carlson
Allocating Marketing Resources – Murali K Mantrala
Marketing Decision Support and Intelligent Systems – Eric M Eisenstein and Leonard M Lodish
Precisely Worthwhile or Vaguely Worthless?
PART FIVE: SPECIAL TOPICS
Global Marketing – Johny K Johanson
Research on Foreign Entry, Local Marketing, Global Management
Services Marketing and Management – Steven M Shugan
Capacity as a Strategic Marketing Variable
Marketing in Business Markets – Håkan Håkansson and Ivan Snehota
Marketing and the Internet – Patrick Barwise, Anita Elberse and Kathy Hammond
PART SIX: CONCLUDING OBSERVATIONS
Concluding Observations – Robin Wensley and Barton A Weitz
About the author
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 Academy of Management (FBAM), the Chartered Institute of Marketing (FCIM) and The Academy of Social Sciences (FAc SS). He was awarded the BAM Richard Whipp Lifetime Achievement Award in 2012 and previously awarded the 1981 and 1988 Alpha Kappa Psi prize for the most outstanding article in the US Journal of Marketing and the Millennium Prize for the best paper in the Journal of Marketing Management He was appointed to the Council of the ESRC from 2001 to 2004 and was a Board member of the ESRC Research Grants Board from 1991 to 1995. He is a member of the Advisory Board of the Warburg Institute and the Academic Advisory Board of the Chartered Management Institute. Over his academic career, he has been involved with consultancy and management development for many major organisations.
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