{"product_id":"wiley-international-encyclopedia-of-marketing-6-volume-set-isbn-9781405161787","title":"Wiley International Encyclopedia of Marketing, 6 Volume Set","description":"With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide.  \u003cul\u003e \u003cli\u003eThe 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications\u003c\/li\u003e \u003cli\u003eThe far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries\u003c\/li\u003e \u003cli\u003eScholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate\u003c\/li\u003e \u003cli\u003eEntries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources\u003c\/li\u003e \u003cli\u003eThe encyclopedia is also available online\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFor 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eVolume 1: Marketing Strategy\u003c\/li\u003e \u003cli\u003eVolume 2: Marketing Research\u003c\/li\u003e \u003cli\u003eVolume 3: Consumer Behavior\u003c\/li\u003e \u003cli\u003eVolume 4: Advertising and Integrated Communication\u003c\/li\u003e \u003cli\u003eVolume 5: Product Innovation and Management\u003c\/li\u003e \u003cli\u003eVolume 6: International Marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eForeword vii\u003c\/p\u003e \u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAbout the Editors xi\u003c\/p\u003e \u003cp\u003eList of Contributors xiii\u003c\/p\u003e \u003cp\u003eA framework for creating value propositions 1\u003c\/p\u003e \u003cp\u003eBrand growth strategy 3\u003c\/p\u003e \u003cp\u003eBrand strategy 8\u003c\/p\u003e \u003cp\u003eBrand value 10\u003c\/p\u003e \u003cp\u003eBundling 11\u003c\/p\u003e \u003cp\u003eCannibalism 15\u003c\/p\u003e \u003cp\u003eCommunications budgeting 16\u003c\/p\u003e \u003cp\u003eCompetitive advantage: its sources and the search for value 17\u003c\/p\u003e \u003cp\u003eCompetitive analysis 24\u003c\/p\u003e \u003cp\u003eCompetitor analysis 31\u003c\/p\u003e \u003cp\u003eCustomer equity 41\u003c\/p\u003e \u003cp\u003eCustomer lifetime value (CLV) 42\u003c\/p\u003e \u003cp\u003eCustomer relationship management 44\u003c\/p\u003e \u003cp\u003eCustomer satisfaction\/dissatisfaction 53\u003c\/p\u003e \u003cp\u003eCustomer solutions 57\u003c\/p\u003e \u003cp\u003eDatabase mining and marketing 59\u003c\/p\u003e \u003cp\u003eDemand elasticity 60\u003c\/p\u003e \u003cp\u003eDirect and interactive marketing 67\u003c\/p\u003e \u003cp\u003eDisintermediation 69\u003c\/p\u003e \u003cp\u003eE-commerce and internet marketing 71\u003c\/p\u003e \u003cp\u003eEthical marketing and marketing strategy 72\u003c\/p\u003e \u003cp\u003eFirst-mover (pioneer) advantage 85\u003c\/p\u003e \u003cp\u003eGlobal marketing strategy 87\u003c\/p\u003e \u003cp\u003eGo-to-market strategy 96\u003c\/p\u003e \u003cp\u003eInnovation diffusion 99\u003c\/p\u003e \u003cp\u003eIntegrated marketing communication strategy 100\u003c\/p\u003e \u003cp\u003eInternal marketing 103\u003c\/p\u003e \u003cp\u003eLater mover (nonpioneer) advantage 107\u003c\/p\u003e \u003cp\u003eMarket definition 109\u003c\/p\u003e \u003cp\u003eMarket evolution 110\u003c\/p\u003e \u003cp\u003eMarket orientation 111\u003c\/p\u003e \u003cp\u003eMarket segmentation and targeting 119\u003c\/p\u003e \u003cp\u003eMarket share 128\u003c\/p\u003e \u003cp\u003eMarket\/industry structure 129\u003c\/p\u003e \u003cp\u003eMarket-based assets 131\u003c\/p\u003e \u003cp\u003eMarketing audit 132\u003c\/p\u003e \u003cp\u003eMarketing channel strategy 133\u003c\/p\u003e \u003cp\u003eMarketing costs 142\u003c\/p\u003e \u003cp\u003eMarketing metrics 144\u003c\/p\u003e \u003cp\u003eMarketing mix 153\u003c\/p\u003e \u003cp\u003eMarketing planning 154\u003c\/p\u003e \u003cp\u003eMarketing strategy 156\u003c\/p\u003e \u003cp\u003eMarketing strategy models 166\u003c\/p\u003e \u003cp\u003eMarketing warfare strategies 175\u003c\/p\u003e \u003cp\u003eMass customization strategies 177\u003c\/p\u003e \u003cp\u003eMultichannel marketing 179\u003c\/p\u003e \u003cp\u003ePerception of brand equity 181\u003c\/p\u003e \u003cp\u003ePoint of difference and product differentiation 182\u003c\/p\u003e \u003cp\u003ePositioning analysis and strategies 183\u003c\/p\u003e \u003cp\u003ePricing strategy 184\u003c\/p\u003e \u003cp\u003eProduct category 193\u003c\/p\u003e \u003cp\u003ePush and pull marketing strategies 195\u003c\/p\u003e \u003cp\u003eSales force strategy 197\u003c\/p\u003e \u003cp\u003eServices marketing strategy 208\u003c\/p\u003e \u003cp\u003eStages of the product life cycles 218\u003c\/p\u003e \u003cp\u003eSupply chain management strategy 220\u003c\/p\u003e \u003cp\u003eSWOT analysis 227\u003c\/p\u003e \u003cp\u003eThinking deeper about customer experience 229\u003c\/p\u003e \u003cp\u003eTrademarks, proprietary marks, and brands 231\u003c\/p\u003e \u003cp\u003eSubject Index 233\u003c\/p\u003e  \u003cb\u003eJAG\u003c\/b\u003e \u003cb\u003eSHETH\u003c\/b\u003e is a renowned scholar and world authority in the field of marketing. \u003cb\u003e...\u003c\/b\u003e (Google)\u003cbr\u003e 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.\u003cbr\u003e Jag has published more than 200 books and research papers in different areas of marketing. His book \u003ci\u003eThe Theory of Buyer Behavior\u003c\/i\u003e (1969) with John A. Howard is a classic in the field. He has published two scholarly books: \u003ci\u003eMarketing Theory: Evolution and Evaluation\u003c\/i\u003e (1988) and \u003ci\u003eConsumption Values and Market Choices\u003c\/i\u003e (1991). His new textbook, \u003ci\u003eCustomer Behavior: Consumer Behavior and Beyond\u003c\/i\u003e (with Banwari Mittal and Bruce Newman) will be published by the Dryden Press in 1998.\u003cbr\u003e 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 \u003cb\u003e\u003ci\u003eWiley Encyclopedia of Marketing\u003c\/i\u003e\u003c\/b\u003e spans six subject volumes and is the first international, multi-volume encylopedia of marketing.\u003cbr\u003e \u003cbr\u003e   \u003cp\u003eThe last ten years have seen dramatic change in the world of business and the scope of marketing. The volumes in the \u003ci\u003eWiley Encyclopedia of Marketing\u003c\/i\u003e 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 \u003ci\u003eEncyclopedia\u003c\/i\u003e offers one of the premier business reference sources available worldwide.\u003c\/p\u003e \u003cp\u003eThis 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:-\u003c\/p\u003e \u003cul\u003e \u003cli\u003e The six-volume \u003ci\u003eWiley Encyclopedia of Marketing\u003c\/i\u003e 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.\u003c\/li\u003e \u003cli\u003eAuthors 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.\u003c\/li\u003e \u003cli\u003eUsers 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.\u003c\/li\u003e \u003cli\u003eBibliographies 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 \u003ci\u003eEncyclopedia\u003c\/i\u003e links readers to the relevant global scholarship in their field.\u003c\/li\u003e \u003cli\u003ePublication 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.\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47990491742437,"sku":"NP9781405161787","price":1200.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781405161787.jpg?v=1761788041","url":"https:\/\/k12savings.com\/products\/wiley-international-encyclopedia-of-marketing-6-volume-set-isbn-9781405161787","provider":"K12savings","version":"1.0","type":"link"}