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Wiley international encyclopedia of marketing; 7v.


Wiley international encyclopedia of marketing; 7v.

Ed. by Jagdish Sheth and Naresh Malhotra.

John Wiley & Sons


1620 pages




The foreword points out the major external forces shaping marketing: the Internet, globalization, global competition, and the aging population. The editors have gathered contributions from some 500 experts and have organized material in six A-to-Z volumes and a seventh volume containing the subject index as well as a cumulative index of authors. Each volume contains contributions pertaining to an aspect of the subject, as follows: marketing strategy, marketing research, consumer behavior, advertising and integrated communication, product innovation and management, and international marketing. The entries range in length from a column or two defining terms to multi-page articles on broad themes--the aim being to offer an integrated view to aid strategic short and long-term planning and response. The far-reaching scope and integrated organization of the material make this reference something of a cross between a handbook and an encyclopedia. Editors-in-chief Jagdish Sheth (Emory U.) and Naresh Malhotra (Nanyang Technological U., Singapore; and emeritus, Georgia Institute of Technology, US) were aided in this undertaking by ten volume editors with affiliations in academia and private enterprise in the US.

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Publication:Reference & Research Book News
Article Type:Book review
Date:Jun 1, 2011
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