상세정보

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

New feature

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.

정보제공 :

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

정보제공 :