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catalog abstract "The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.".
catalog contributor b12963377.
catalog contributor b12963378.
catalog created "2002.".
catalog date "2002".
catalog date "2002.".
catalog dateCopyrighted "2002.".
catalog description "Includes bibliographical references and index.".
catalog description "Introduction / Barton Weitz, Robin Wensley -- Part I. Introduction -- Marketing's relationship to society / William L. Wilkie, Elizabeth S. Moore -- History of marketing thought / D.G. Brian Jones, Eric H. Shaw -- Role of marketing and the firm / Frederick E. Webster, Jr. -- Part II. Marketing strategy -- Market strategies and theories of the firm / George S. Day, Robin Wensley -- Determining the structure of product-markets : practices, issues, and suggestions / Allan D. Shocker -- Competitive response and market evolution / Hubert Gatignon, David Soberman -- Part III. Marketing activities -- Branding and brand equity / Kevin Lane Keller -- Product development -- managing a dispersed process / Ely Dahan, John R. Hauser -- Channel management : structure, governance, and relationship management / Erin Anderson, Anne T. Coughlan -- Salesforce management -- compensation, motivation, selection and training / Sönke Albers --".
catalog description "Patrick Barwise, Anita Elberse, Kathy Hammond -- Part VI. -- Concluding observations / Robin Wensley, Barton Weitz.".
catalog description "Pricing : economic and behavioral models / Chezy Ofir, Russell S. Winer -- Marketing communications / David W. Stewart, Michael A. Kamins -- Sales promotion / Scott A. Neslin -- Understanding and improving service quality : a literature review and research agenda / A. Parasuraman, Valarie A. Zeithaml -- Part IV. Marketing management -- Individual decision-making / J. Edward Russo, Kurt A. Carlson -- Allocating marketing resources / Murali K. Mantrala -- Marketing decision support and intelligent systems : precisely worthwhile or vaguely worthless? / Eric M. Eisenstein, Leonard M. Lodish -- Part V. Special topics -- Global marketing : research on foreign entry, local marketing, global management / Johny K. Johansson -- Service marketing and management : capacity as a strategic marketing variable / Steven M. Shugan -- Marketing in business markets / Håkan Håkansson, Ivan Snehota -- Marketing and the Internet /".
catalog description "The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.".
catalog extent "xix, 582 p. :".
catalog identifier "0761956824".
catalog issued "2002".
catalog issued "2002.".
catalog language "eng".
catalog publisher "London ; Thousand Oaks : SAGE,".
catalog subject "658.8 21".
catalog subject "HF5415 .H18665 2002".
catalog subject "Marketing.".
catalog tableOfContents "Introduction / Barton Weitz, Robin Wensley -- Part I. Introduction -- Marketing's relationship to society / William L. Wilkie, Elizabeth S. Moore -- History of marketing thought / D.G. Brian Jones, Eric H. Shaw -- Role of marketing and the firm / Frederick E. Webster, Jr. -- Part II. Marketing strategy -- Market strategies and theories of the firm / George S. Day, Robin Wensley -- Determining the structure of product-markets : practices, issues, and suggestions / Allan D. Shocker -- Competitive response and market evolution / Hubert Gatignon, David Soberman -- Part III. Marketing activities -- Branding and brand equity / Kevin Lane Keller -- Product development -- managing a dispersed process / Ely Dahan, John R. Hauser -- Channel management : structure, governance, and relationship management / Erin Anderson, Anne T. Coughlan -- Salesforce management -- compensation, motivation, selection and training / Sönke Albers --".
catalog tableOfContents "Patrick Barwise, Anita Elberse, Kathy Hammond -- Part VI. -- Concluding observations / Robin Wensley, Barton Weitz.".
catalog tableOfContents "Pricing : economic and behavioral models / Chezy Ofir, Russell S. Winer -- Marketing communications / David W. Stewart, Michael A. Kamins -- Sales promotion / Scott A. Neslin -- Understanding and improving service quality : a literature review and research agenda / A. Parasuraman, Valarie A. Zeithaml -- Part IV. Marketing management -- Individual decision-making / J. Edward Russo, Kurt A. Carlson -- Allocating marketing resources / Murali K. Mantrala -- Marketing decision support and intelligent systems : precisely worthwhile or vaguely worthless? / Eric M. Eisenstein, Leonard M. Lodish -- Part V. Special topics -- Global marketing : research on foreign entry, local marketing, global management / Johny K. Johansson -- Service marketing and management : capacity as a strategic marketing variable / Steven M. Shugan -- Marketing in business markets / Håkan Håkansson, Ivan Snehota -- Marketing and the Internet /".
catalog title "Handbook of marketing / edited by Barton Weitz and Robin Wensley.".
catalog type "text".