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CHOICE Review

This 1,264-page volume contains 107 essays on a wide variety of marketing topics written by practitioners and academics. It is organized into 19 general subject sections including one covering specialty topics such as direct marketing, automatic retailing, direct-to-consumer selling, and franchising. The essays vary in thoroughness, but in general, topics are adequately covered. Like other handbooks, it is of limited value to faculty and graduate-level researchers needing detailed up-to-date data, but undergraduates and practitioners will find the treatment useful. In general, this handbook is superior to the two-volume Marketing Handbook, ed. by Edwin E. Bobrow and Mark David Bobrow (CH, Dec '85). It complements rather than replaces a leading textbook that is a widely used general reference for academics and practitioners: Philip Kotler, Marketing Management: Analysis, Planning, and Control (5th ed., 1984). Academic and public library collections.-R.F. Hoel, Colorado State University