The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change

The basic assumptions underlying the marketing approach, both in terms of theory and practice, are considered. Particular emphasis is placed on two issues: the degree to which the specific market transaction is user or supplier specified and the degree to which the user is regarded as active or...

Outlines the authors' beliefs about marketing and marketing managers. Discusses ways in which to improve the performance of managers involved in marketing, and the way in which they are taught. Emphasizes the need for a variety of new priorities in the teaching of marketing, enabling the student...

Much of the discussion about the relationship between marketing academe and practice assumes that there is a wide, and indeed sometimes widening, gap between these two domains which is itself fraught with problems. In marketing, as in the wider field of management, this leads to prescriptions...

`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book...