Handbook of Marketing

`A rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. I strongly encourage marketing scholars to consider Handbook 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

′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. The Handbook is an extraordinary effort. The blurb on the dust jacket is an understatement-the "Handbook will be invaluable to advanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing"-the book is far more than that….. in short, the Handbook is probably invaluable to all academic researchers′

- Journal of Marketing

′Handbook of Marketing is a rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. The authors have taken this opportunity and have done an outstanding job not only of reviewing and structuring the extensive body of thought in many major areas of marketing management but also of providing valuable suggestions for further research. They have brought together major contributions from the field of marketing and from other related disciplines. I strongly encourage marketing scholars to consider Handbook of Marketing. The text will certainly appeal to those with interests in marketing management; it may also be useful to those who are more focused on methodological issues but interested in topics that need additional, rigorous investigation…. In summary, Weitz and Wensley should be congratulated for the excellent work in developing Handbook 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

Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory -- Adam Raman * drupal *
Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory -- Adam Raman * drupal *
Excellent for MBA marketing sudents -- Dr Daniel Valentine * drupal *
A comprehensive book for PG level. It nicely summarises research done in marketing. A good extra reading for students who are interested in theoretical development of marketing. -- Dr Hazel Huang * drupal *
In my opinion this book would not be right for my undergraduates. From a positive point it has help me in some of my own research, to that end I would consider it at masters level. -- Mr Alan Shaw * drupal *
This book provides wide range of marketing concepts and issues and deserves the title; "Handbook of Marketing"" -- Mr Mahmut Sami Islek * drupal *