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 Management He 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.

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 Shocker Practices, 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 Hauser Managing a Dispersed ProcessChannel Management - Erin Anderson and Anne T Coughlan Structure, Governance and Relationship ManagementSalesforce Management - Sönke Albers Compensation, Motivation, Selection and TrainingPricing - Chezy Ofir and Russell S Winer Economic and Behavioral ModelsMarketing Communications - David W Stewart and Michael A KaminsSales Promotion - Scott A NeslinUnderstanding and Improving Service Quality - A Parasuraman and Valerie A Zeithaml A 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 Lodish Precisely Worthwhile or Vaguely Worthless?PART FIVE: SPECIAL TOPICSGlobal Marketing - Johny K Johanson Research on Foreign Entry, Local Marketing, Global ManagementServices Marketing and Management - Steven M Shugan Capacity 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

'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.- Journal 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'This text achieves the rare goal of covering marketing clearly and deeply, with no unnecessary examples or pretty pictures. For the enquiring mind, it is a wonderful link between a basic knowledge of marketing concepts and a grasp of where research in marketing is taking us'- Ken Simmonds, Emeritus Professor of Marketing and International Business, London Business SchoolThe 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.