HANDBOOK OF MARKETING

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. The Handbook is an extraordinary effort. The blurb on the dust jacket is an understatement the 'Handbook will be invaluable to advanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing' the book is far more than that .. in short, the Handbook is probably invaluable to all academic researchers.