'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.- 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 SchoolThe 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.
| ISBN | 9781412921206 |
| Autor(a) | Weitz, Barton |
| Editora | Sage Publications UK |
| Ano de edição | 2002 |
| Páginas | 582 |
| Acabamento | Brochura |
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