Handbook of Marketing
- 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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