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基本説明
New in paperback. Hardcover was published in 2002. Contents: Introduction; Marketing strategy; Marketing activities; Marketing management; Special topics.
Full Description
NEW IN PAPERBACK
'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
'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.
- A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics
- With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise
- Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing.
The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
International Advisory Board:
Sonke Albers Christian-Albrechts-University of Kiel, Germany / Erin Anderson INSEAD, France / Rick Bagozzi Rice University, USA / Patrick Barwise London Business School / Rod Brodie University of Auckland / Anne T Coughlan Northwestern University / George Day University of Pennsylvania / Lars Gunnar-Mattsson Stockholm School of Economics / Hubert Gatignon INSEAD, France / Håkan Håkansson The Norwegian School of Management / Stephen J. Hoch University of Pennsylvania, USA / Kevin Keller Dartmouth College, USA / Donald Lehmann Columbia University, USA / Gilles Laurent HEC, France / Leonard Lodish University of Pennsylvania / Richard Lutz University of Florida / David Midgley INSEAD, France / David Montgomery Stanford University, USA / William Perreault University of North Carolina, USA / John Roberts Stanford University, USA / Allan Shocker University of Minnesota / Piet Vanden Abeele Vlerick Leuven Gent Management School, Belgium / Russell Winer University of California, Berkeley, USA / Dick Wittink Yale School of Management, USA
Contents
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
