The 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. The Handbook 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. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Concluding Observations
Concluding observations

Specific Future Research Challenges

We asked each of the contributors to identify and comment on the specific research issues for the future in their own chapters. Thus we will not repeat their very useful contributions here but refer readers to their relevant areas of interest. In this final set of observations we will consider some issues concerning the general direction of substantive marketing research. By understanding both the impact of dominant forces on the development of the overall field as well as the general context in which this development has taken place, we and others can appreciate more readily the options in terms of future development.

Domain of Marketing and Consumer Behavior

We start our final comments with the early decisions we made concerning the ...

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