Marking a landmark work of reference for the field, the Wiley Encyclopedia ofMarketing spans six subject volumes and is the first international, multi-volume encylopedia of marketing.List of Volumes & Volume Editors: Volume 1: Marketing Strategy: Robert Peterson (Southern Methodist University) & Roger Kerin (University of Texas). Volume2: Marketing Research: Wagner Kamakura (Duke University). Volume 3: Consumer Behavior: Richard P. Bagozzi and Ayalla Ruvio, (University of Michigan). Volume 4: Integrated Marketing Communications: Mickey & George Belch (San Diego State University). Volume 5: New Product Development: Barry Bayus (University ofNorth Carolina). Volume 6: Marketing Modelling: Daniel C. Bello (Georgia State University) & David Griffith (Michigan State University) Contributions include 2 levels of entry: topic summaries of about 600 words; mini-essays of about 3000 -- 5000 words explaining significant topics or debates in the field. With 360 entries from over 500 global experts, the Encyclopedia offers oneof the premier business reference sources available worldwide. Entries are arranged alphabetically within each subject volume. Each volume carries an index. The six-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications. The far-reaching new developments and challenges of the past twenty years are fully reflected in the constructs and entries covered and inter-linked through cross-references throughout the volumes. Authors from across the world offer their expertise on topics from global e-business to customer-centered organization, making this the most comprehensive, scholarly work of reference available. It will not only appear in hard copy but also on-line throughout the globe. Users will enjoy the flexible, multi-level structure, with entries rangingfrom topic 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. Bibliographies attached to individual entries refer readers to the relevant wider international literature surrounding the items they are researching. Already representing editorial expertise from the world's leading schools of management, (list), the Encyclopedia links readers to the relevant global scholarship in their field. Publication online widens the scope and reach of the whole encyclopedia project, ensuring it provides users with a fully flexible resource linked to the wider literature and to an associated on-line reference library of Handbooksand Journals.Dr Jagdish Sheth is a renowned scholar and world authority in the field of marketing. Dr. Sheth is the Charles H. Kellstadt Chair of Marketing in the Goizueta Business School at Emory University. Prior to this, he was a distinguishedfaculty member at the University of Southern California, the University of Illinois, Columbia University and the Massachussetts Institute of Technology.Dr Naresh K Malhotra is Nanyang Professor, Nanyang Business School, Nanyang Technological University, Singapore and Regents' Professor Emeritus, College ofManagement, Georgia Institute of Technology, USA. Past president of the Academy of Marketing Science, he has received the prestigious Academy of Marketing Science Distinguished Marketing Educator Award. He is founding Editor of the Review of Marketing Research
- ISBN: 978-1-4051-6178-7
- Editorial: Wiley-Blackwell
- Encuadernacion: Cartoné
- Páginas: 300
- Fecha Publicación: 17/12/2010
- Nº Volúmenes: 6
- Idioma: Inglés