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`A rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. I strongly encourage marketing scholars to consider Handbook 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
In my opinion this book would not be right for my undergraduates. From a positive point it has help me in some of my own research, to that end I would consider it at masters level.
This book provides wide range of marketing concepts and issues and deserves the title; "Handbook of Marketing"
Excellent for MBA marketing sudents
Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory
A comprehensive book for PG level. It nicely summarises research done in marketing. A good extra reading for students who are interested in theoretical development of marketing.
This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.