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.

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