Handbook of Marketing

Abstract

Introduction - Barton A Weitz and Robin Wensley PART ONE: INTRODUCTION Marketing's Relationship to Society - William L Wilkie and Elizabeth S Moore A History of Marketing Thought - D G Brian Jones and Eric H Shaw Role of Marketing and the Firm - Frederick E Webster Jr PART TWO: MARKETING STRATEGY Marketing Strategy and Theories of the Firm - George S Day and Robin Wensley Determining the Structure of Product-Markets - Allan D Shocker Practices, Issues and Suggestions Competitive Response and Market Evolution - Hubert Gatignon and David Soberman PART THREE: MARKETING ACTIVITIES Branding and Brand Equity - Kevin Lane Keller Product Development - Ely Dahan and John R Hauser Managing a Dispersed Process Channel Management - Erin Anderson and Anne T Coughlan Structure, Governance and Relationship Management Salesforce Management - Sonke Albers Compensation, Motivation, Selection and Training Pricing - Chezy Ofir and Russell S Winer Economic and Behavioral Models Marketing Communications - David W Stewart and Michael A Kamins Sales Promotion - Scott A Neslin Understanding and Improving Service Quality - A Parasuraman and Valerie A Zeithaml A Literature Review and Research Agenda PART FOUR: MARKETING MANAGEMENT Individual Decision-Making - J Edward Russo and Kurt A Carlson Allocating Marketing Resources - Murali K Mantrala Marketing Decision Support and Intelligent Systems - Eric M Eisenstein and Leonard M Lodish Precisely Worthwhile or Vaguely Worthless? PART FIVE: SPECIAL TOPICS Global Marketing - Johny K Johanson Research on Foreign Entry, Local Marketing, Global Management Services Marketing and Management - Steven M Shugan Capacity as a Strategic Marketing Variable Marketing in Business Markets - Hakan Hakansson and Ivan Snehota Marketing and the Internet - Patrick Barwise, Anita Elberse and Kathy Hammond PART SIX: CONCLUDING OBSERVATIONS Concluding Observations - Robin Wensley and Barton A Weitz

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