This is a book that will never sit gathering dust on a shelf after one reading. You will find yourself turning to it again and again for help as you develop your company's marketing strategies.

130 marketing experts, ranging from well-known professors of business universities to successful business executives have contributed to this comprehensive volume. Every marketing professor responsible for a chapter was choosen because he had written one or more books on the subject he writes on in this handbook. And every business executive was selected because he is an expert on the phase of marketing discussed in his chapter. As a result of this mix, the handbook is filled with important theories and principles of marketing as well as illuminating and fascinating case histories of how successful organizations put those theories and principles to practical use.