Handbook of Marketing

by Barton A Weitz

• ISBN13: 9781412921206
• ISBN10: 1412921201
• Format: Paperback
• Copyright: 2006-08-11
• Publisher: Sage Publications Ltd

Summary

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.The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics.The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Table of Contents

The Editors	vii
The Contributors	ix
Preface	xxi
Barton Weitz
Robin Wensley
Introduction	1	(8)
Barton Weitz
Robin Wensley
Part One INTRODUCTION
Marketing's Relationship to Society	9	(30)
William L. Wilkie
Elizabeth S. Moore
A History of Marketing Thought	39	(27)
D.G. Brian Jones
Eric H. Shaw
The Role of Marketing and the Firm	66	(19)
Frederick E. Webster, Jr.
Part Two MARKETING STRATEGY
Market Strategies and Theories of the Firm	85	(21)
George S. Day
Robin Wensley
Determining the Structure of Product-Markets: Practices, Issues, and Suggestions	106	(20)
Allan D. Shocker
Competitive Response and Market Evolution	126	(25)
Hubert Gatignon
David Soberman
Part Three MARKETING ACTIVITIES
Branding and Brand Equity	151	(28)
Kevin Lane Keller
Product Development -- Managing a Dispersed Process	179	(44)
Ely Dahan
John R. Hauser
Channel Management: Structure, Governance, and Relationship Management	223	(25)
Erin Anderson
Anne T. Coughlan
Salesforce Management -- Compensation, Motivation, Selection and Training	248	(19)
Sonke Albers
Pricing: Economic and Behavioral Models	267	(15)
Chezy Ofir
Russell S. Winer
Marketing Communications	282	(28)
David W. Stewart
Michael A. Kamins
Sales Promotion	310	(29)
Scott A. Neslin
Understanding and Improving Service Quality: A Literature Review and Research Agenda	339	(32)
A. Parasuraman
Valarie A. Zeithaml
Part Four MARKETING MANAGEMENT
Individual Decision-making	371	(38)
J. Edward Russo
Kurt A. Carlson
Allocating Marketing Resources	409	(27)
Murali K. Mantrala
Marketing Decision Support and Intelligent Systems: Precisely Worthwhile or Vaguely Worthless?	436	(21)
Eric M. Eisenstein
Leonard M. Lodish
Part Five SPECIAL TOPICS
Global Marketing: Research on Foreign Entry, Local Marketing, Global Management	457	(27)
Johny K. Johansson
Service Marketing and Management: Capacity as a Strategic Marketing Variable	484	(29)
Steven M. Shugan
Marketing in Business Markets	513	(14)
Hakan Hakansson
Ivan Snehota
Marketing and the Internet	527	(32)
Patrick Barwise
Anita Elberse
Kathy Hammond
Part Six CONCLUDING OBSERVATIONS	559	(8)
Robin Wensley
Barton Weitz
Index	567