Handbook of Marketing

Robert Wensley is Emeritus Professor of Policy and Marketing at the Warwick Business School.   Professor at Warwick since 1986 and Chair of the School from 1989 to 1994, and Chair of the Faculty of Social Studies from 1997 to 1999. Most recently Director of the AIM Research initiative from 2004 to 2011. He was previously with RHM Foods, Tube Investments and the London Business School and was visiting Professor at UCLA (twice) and University of Florida. He was Chair of the Council of the Tavistock Institute of Human Relations from 1998 until 2003 and a member of the Sunningdale Institute (2008 -11)He is a Fellow of the British Academy of Management (FBAM), the Chartered Institute of Marketing (FCIM) and The Academy of Social Sciences (FAcSS). He was awarded the BAM Richard Whipp Lifetime Achievement Award in 2012 and previously awarded the 1981 and 1988 Alpha Kappa Psi prize for the most outstanding article in the US Journal of Marketing and the Millennium Prize for the best paper in the Journal of Marketing ManagementHe was appointed to the Council of the ESRC from 2001 to 2004 and was a Board member of the ESRC Research Grants Board from 1991 to 1995. He is a member of the Advisory Board of the Warburg Institute and the Academic Advisory Board of the Chartered Management Institute. Over his academic career, he has been involved with consultancy and management development for many major organisations.

`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′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′- Journal of Marketing ′Handbook of Marketing is 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. The authors have taken this opportunity and have done an outstanding job not only of reviewing and structuring the extensive body of thought in many major areas of marketing management but also of providing valuable suggestions for further research. They have brought together major contributions from the field of marketing and from other related disciplines. I strongly encourage marketing scholars to consider Handbook of Marketing. The text will certainly appeal to those with interests in marketing management; it may also be useful to those who are more focused on methodological issues but interested in topics that need additional, rigorous investigation…. In summary, Weitz and Wensley should be congratulated for the excellent work in developing 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

• Introduction - Barton A Weitz and Robin WensleyPART ONE: INTRODUCTIONMarketing′s Relationship to Society - William L Wilkie and Elizabeth S MooreA History of Marketing Thought - D G Brian Jones and Eric H ShawRole of Marketing and the Firm - Frederick E Webster JrPART TWO: MARKETING STRATEGYMarketing Strategy and Theories of the Firm - George S Day and Robin WensleyDetermining the Structure of Product-Markets - Allan D ShockerPractices, Issues and SuggestionsCompetitive Response and Market Evolution - Hubert Gatignon and David SobermanPART THREE: MARKETING ACTIVITIESBranding and Brand Equity - Kevin Lane KellerProduct Development - Ely Dahan and John R HauserManaging a Dispersed ProcessChannel Management - Erin Anderson and Anne T CoughlanStructure, Governance and Relationship ManagementSalesforce Management - Sönke AlbersCompensation, Motivation, Selection and TrainingPricing - Chezy Ofir and Russell S WinerEconomic and Behavioral ModelsMarketing Communications - David W Stewart and Michael A KaminsSales Promotion - Scott A NeslinUnderstanding and Improving Service Quality - A Parasuraman and Valerie A ZeithamlA Literature Review and Research AgendaPART FOUR: MARKETING MANAGEMENTIndividual Decision-Making - J Edward Russo and Kurt A CarlsonAllocating Marketing Resources - Murali K MantralaMarketing Decision Support and Intelligent Systems - Eric M Eisenstein and Leonard M LodishPrecisely Worthwhile or Vaguely Worthless?PART FIVE: SPECIAL TOPICSGlobal Marketing - Johny K JohansonResearch on Foreign Entry, Local Marketing, Global ManagementServices Marketing and Management - Steven M ShuganCapacity as a Strategic Marketing VariableMarketing in Business Markets - Håkan Håkansson and Ivan SnehotaMarketing and the Internet - Patrick Barwise, Anita Elberse and Kathy HammondPART SIX: CONCLUDING OBSERVATIONSConcluding Observations - Robin Wensley and Barton A Weitz