Handbook of Marketing

ISBN-13: 9780761956822 / Angielski / Twarda / 2002 / 582 str.

Robin Wensley; Barton A. Weitz

Opis

'The Handbook of Marketing is differentOC 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.

- 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

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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."