The <b>Handbook of Marketing</b> 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.</p><p></p><p>The <b>Handbook</b> frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics.</p><p></p><p>The <b>Handbook of Marketing</b> will be invaluable to advanced undergraduates, graduate students and academics in marketing.</p><p>