{"product_id":"handbook-of-marketing","title":"Handbook of Marketing","description":"\u003cb\u003eNEW IN PAPERBACK\n\u003c\/b\u003e\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e′The\u003cb\u003e Handbook of Marketing\u003c\/b\u003e 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\u003cb\u003e Handbook\u003c\/b\u003e 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 \u003cb\u003eHandbook\u003c\/b\u003e is probably invaluable to all academic researchers′\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e- Journal of Marketing \u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e′\u003cb\u003eHandbook of Marketing\u003c\/b\u003e 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 \u003cb\u003eHandbook of Marketing\u003c\/b\u003e. 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 \u003cb\u003eHandbook of Marketing\u003c\/b\u003e. The book fills a major void in the marketing literature on marketing management and will serve the discipline for many years to come′\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e- Journal of Marketing Research\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e′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′\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e- Ken Simmonds, Emeritus Professor of Marketing and International Business, London Business School\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003eThe \u003cb\u003eHandbook of Marketing\u003c\/b\u003e 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.\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e- \u003c\/b\u003eA high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e-\u003c\/b\u003e With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e-\u003c\/b\u003e Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing.\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003eThe \u003cb\u003eHandbook of Marketing\u003c\/b\u003e will be invaluable to advanced undergraduates, graduate students and academics in marketing.\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003eInternational Advisory Board:\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003e\u003cb\u003e\u003ci\u003e\u003cb\u003eSonke Albers\u003c\/b\u003e\u003ci\u003e Christian-Albrechts-University of Kiel, Germany \/ \u003c\/i\u003e\u003cb\u003eErin Anderson\u003c\/b\u003e\u003ci\u003e INSEAD, France \/ \u003c\/i\u003e\u003cb\u003eRick Bagozzi\u003c\/b\u003e\u003ci\u003e Rice University, USA \/ \u003c\/i\u003e\u003cb\u003ePatrick Barwise\u003c\/b\u003e\u003ci\u003e London Business School \/ \u003c\/i\u003e\u003cb\u003eRod Brodie\u003c\/b\u003e\u003ci\u003e University of Auckland \/ \u003c\/i\u003e\u003cb\u003eAnne T Coughlan\u003c\/b\u003e\u003ci\u003e Northwestern University \/ \u003c\/i\u003e\u003cb\u003eGeorge Day\u003c\/b\u003e\u003ci\u003e University of Pennsylvania \/ \u003c\/i\u003e\u003cb\u003eLars Gunnar-Mattsson\u003c\/b\u003e\u003ci\u003e Stockholm School of Economics \/ \u003c\/i\u003e\u003cb\u003eHubert Gatignon\u003c\/b\u003e\u003ci\u003e INSEAD, France \/ \u003c\/i\u003e\u003cb\u003eHåkan Håkansson\u003c\/b\u003e\u003ci\u003e The Norwegian School of Management \/ \u003c\/i\u003e\u003cb\u003eStephen J. Hoch\u003c\/b\u003e\u003ci\u003e University of Pennsylvania, USA  \/ \u003c\/i\u003e\u003cb\u003eKevin Keller\u003c\/b\u003e \u003ci\u003eDartmouth College, USA \/ \u003c\/i\u003e\u003cb\u003eDonald Lehmann\u003c\/b\u003e\u003ci\u003e Columbia University, USA \/ \u003c\/i\u003e\u003cb\u003eGilles Laurent\u003c\/b\u003e \u003ci\u003eHEC, France \/ \u003c\/i\u003e\u003cb\u003eLeonard Lodish\u003c\/b\u003e \u003ci\u003eUniversity of Pennsylvania \/ \u003c\/i\u003e\u003cb\u003eRichard Lutz\u003c\/b\u003e \u003ci\u003eUniversity of Florida \/ \u003c\/i\u003e\u003cb\u003eDavid Midgley\u003c\/b\u003e\u003ci\u003e INSEAD, France \/ \u003c\/i\u003e\u003cb\u003eDavid Montgomery\u003c\/b\u003e \u003ci\u003eStanford University, USA \/ \u003c\/i\u003e\u003cb\u003eWilliam Perreault\u003c\/b\u003e\u003ci\u003e University of North Carolina, USA \/ \u003c\/i\u003e\u003cb\u003eJohn Roberts\u003c\/b\u003e \u003ci\u003eStanford University, USA \/ \u003c\/i\u003e\u003cb\u003eAllan Shocker\u003c\/b\u003e \u003ci\u003eUniversity of Minnesota \/ \u003c\/i\u003e\u003cb\u003ePiet Vanden Abeele\u003c\/b\u003e \u003ci\u003eVlerick Leuven Gent  Management School, Belgium \/ \u003c\/i\u003e\u003cb\u003eRussell Winer\u003c\/b\u003e \u003ci\u003eUniversity of California, Berkeley, USA \/ \u003c\/i\u003e\u003cb\u003eDick Wittink\u003c\/b\u003e\u003ci\u003e Yale School of Management, USA\u003c\/i\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/i\u003e\u003c\/b\u003e\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":54245810340184,"sku":"9781412921206","price":54.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781412921206_8141c302-4564-4558-8671-384ec8fca0eb.jpg?v=1778598035","url":"https:\/\/agendabookshop.com\/products\/handbook-of-marketing","provider":"Agenda Bookshop","version":"1.0","type":"link"}