Handbook of Marketing

"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 contributors: frame, assess and synthesize the work in the field; contribute to the definition and shape of marketing and its current and future development. With contributions from leading scholars in the field, and the input of a distinguished international advisory board of marketing academics, the "Handbook of Marketing" is an invaluable resource.