Handbook of Marketing (Hardcover)

"This book is ideally suited for doctoral students . . . all chapters offer well-developed summaries of research in the particular field and guidance on future research."
--CHOICE

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.