'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.

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