WITH OVER 300 ENTRIES FROM HUNDREDS OF GLOBAL EXPERTS, THIS IS ONE OF THE PREMIER MARKETING REFERENCE RESOURCES AVAILABLE WORLDWIDE. THE 6-VOLUME WIEM PROVIDES SCHOLARS AND PROFESSIONALS WITH AN INTERNATIONAL GUIDE TO MARKETING CONCEPTS AND APPLICATIONS THE FAR-REACHING NEW DEVELOPMENTS, CHALLENGES AND OPPORTUNITIES THAT HAVE ARISEN IN RECENT YEARS ARE FULLY REFLECTED IN THE ENTRIES SCHOLARS AND PROFESSIONALS WILL ENJOY THE FLEXIBLE, MULTI-LEVEL STRUCTURE, WITH ENTRIES RANGING FROM TOPICS SUMMARIES TO SHORT ESSAYS REVIEWING AREAS OF DEVELOPMENT AND DEBATE ENTRIES ARE FURTHER EXTENDED BY SOPHISTICATED CROSS-REFERENCING BOTH AMONG VOLUMES AND BETWEEN ENCYCLOPEDIA ENTRIES AND EXTERNAL SOURCES THE ENCYCLOPEDIA IS ALSO AVAILABLE ONLINE FOR EASE OF REFERENCE, THE ENTRIES ARE ARRANGED ALPHABETICALLY WITHIN EACH OF THE SUBJECT VOLUMES. DESIGNED TO ENCOMPASS THE SCOPE OF MODERN MARKETING, THE VOLUMES COVER: VOLUME 1: MARKETING STRATEGY VOLUME 2: MARKETING RESEARCH VOLUME 3: CONSUMER BEHAVIOR VOLUME 4: ADVERTISING AND INTEGRATED COMMUNICATION VOLUME 5: PRODUCT INNOVATION AND MANAGEMENT VOLUME 6: INTERNATIONAL MARKETING
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With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide.
* The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications * The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries * Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate * Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources * The encyclopedia is also available online
For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover:
* Volume 1: Marketing Strategy * Volume 2: Marketing Research * Volume 3: Consumer Behavior * Volume 4: Advertising and Integrated Communication * Volume 5: Product Innovation and Management * Volume 6: International MarketingKlappentext:
Marking a landmark work of reference for the field, the Wiley Encyclopedia of Marketing spans six subject volumes and is the first international, multi-volume encylopedia of marketing.
The last ten years have seen dramatic change in the world of business and the scope of marketing. The volumes in the Wiley Encyclopedia of Marketing chart the major developments that have occurred in: knowledge management; globalization; new technologies; services marketing and customization; entrepreneurship and emerging markets; networks and alliances; new organizational forms; and new avenues of business growth. With 3000 entries from 600 leading experts, the Encyclopedia offers one of the premier business reference sources available worldwide.
This ambitious project, edited by Jagdish Sheth from the Goizueta Business School at Emory University, and his internationally recognised team of volume editors offers a comprehensive, up-to-date map of the marketing field: -
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