Printer Friendly

Wiley international encyclopedia of marketing; 7v.

9781405161787

Wiley international encyclopedia of marketing; 7v.

Ed. by Jagdish Sheth and Naresh Malhotra.

John Wiley & Sons

2011

1620 pages

$900.00

Hardcover

HD30

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.

([c]2011 Book News, Inc., Portland, OR)

COPYRIGHT 2011 Book News, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2011 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Reference & Research Book News
Article Type:Book review
Date:Jun 1, 2011
Words:207
Previous Article:Organic reaction mechanisms 2007; an annual survey covering the literature dated January to December 2007.
Next Article:Equine MRI.
Topics:

Terms of use | Privacy policy | Copyright © 2021 Farlex, Inc. | Feedback | For webmasters |