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.

Introduction

Introduction

A wide variety of research activities contribute to the development of knowledge about marketing issues and problems. Marketers use a panoply of methods and draw on and extend theories developed in the social sciences to examine issues ranging from the consumption of high-risk sports such as sky diving, to the development and use of sophisticated econometric modeling on POS scanner data to estimate the consumer response to price promotions.

Scope of the Handbook of Marketing

Research Domains

Brinberg and McGrath (1985) offer a scheme for classifying a social science research that can be used to delineate the research reviewed in this book. They suggest that academic research involves three interrelated but distinct domains – substantive, conceptual, and methodological. Research in each of the domains has unique objectives, ...

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