Handbook of Marketing

Description
'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 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.

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Bibliographic Information
  • Pub date: October 2002
  • English
  • 9780857025302 / 0761956824
  • United Kingdom
  • Primary Price: 37.99 GBP
  • Pages: 582
  • SAGE Publications / SAGE Publications Ltd
  • Readership: Postgraduate
  • Publish State: Published
  • Responsibility: edited by Barton Weitz and Robin Wensley.
  • Page size: 26
  • Illustration: Illustrations
  • Reference Code: BDZ0002880883