Wiley International Encyclopedia of Marketing, 6 Volume Set

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

Foreword vii

Preface ix

About the Editors xi

List of Contributors xiii

A framework for creating value propositions 1

Brand growth strategy 3

Brand strategy 8

Brand value 10

Bundling 11

Cannibalism 15

Communications budgeting 16

Competitive advantage: its sources and the search for value 17

Competitive analysis 24

Competitor analysis 31

Customer equity 41

Customer lifetime value (CLV) 42

Customer relationship management 44

Customer satisfaction/dissatisfaction 53

Customer solutions 57

Database mining and marketing 59

Demand elasticity 60

Direct and interactive marketing 67

Disintermediation 69

E-commerce and internet marketing 71

Ethical marketing and marketing strategy 72

First-mover (pioneer) advantage 85

Global marketing strategy 87

Go-to-market strategy 96

Innovation diffusion 99

Integrated marketing communication strategy 100

Internal marketing 103

Later mover (nonpioneer) advantage 107

Market definition 109

Market evolution 110

Market orientation 111

Market segmentation and targeting 119

Market share 128

Market/industry structure 129

Market-based assets 131

Marketing audit 132

Marketing channel strategy 133

Marketing costs 142

Marketing metrics 144

Marketing mix 153

Marketing planning 154

Marketing strategy 156

Marketing strategy models 166

Marketing warfare strategies 175

Mass customization strategies 177

Multichannel marketing 179

Perception of brand equity 181

Point of difference and product differentiation 182

Positioning analysis and strategies 183

Pricing strategy 184

Product category 193

Push and pull marketing strategies 195

Sales force strategy 197

Services marketing strategy 208

Stages of the product life cycles 218

Supply chain management strategy 220

SWOT analysis 227

Thinking deeper about customer experience 229

Trademarks, proprietary marks, and brands 231

Subject Index 233

JAG SHETH is a renowned scholar and world authority in the field of marketing. ... (Google)
Professor of Marketing at the University of Southern California, the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois, on the faculty of Columbia University, and at the Massachusetts Institute of Technology.
Jag has published more than 200 books and research papers in different areas of marketing. His book The Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has published two scholarly books: Marketing Theory: Evolution and Evaluation (1988) and Consumption Values and Market Choices (1991). His new textbook, Customer Behavior: Consumer Behavior and Beyond (with Banwari Mittal and Bruce Newman) will be published by the Dryden Press in 1998.
Jag is an American Psychological Association Fellow and past President of APA's Consumer Psychology Division and Association for Consumer Research (ACR). He was the recipient of the Viktor Mataja Medal from the Austrian Research Society in Vienna (1977) and the 1989 Outstanding Marketing Educator Award from the Academy of Marketing Science. In 1996, he was elected to be the Distinguished Fellow of the Academy of Marketing Science. 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:-

• The six-volume Wiley Encyclopedia of Marketing provides scholars and professionals with a major international guide to marketing concepts and applications. The far-reaching new developments and challenges of the past ten 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, wide-spread (in terms of global contributors) and scholarly work anywhere in the world.
• Users will enjoy the flexible, multi-level structure, with entries ranging from 50-word definitions of key terms to short essays reviewing areas of development and debate, maintained and 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, 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.