Wiley International Encyclopedia of Marketing (6 Volume Set) - Sheth, Jagdish N.

Wiley International Encyclopedia of Marketing (6 Volume Set)

Jagdish N. Sheth

Yayınevi: Wiley-Blackwell

Yayın tarihi: 12/2010

ISBN: 9781405161787

Yazar : NARESH K. MALHOTRA

Ciltli | İngilizce | 1744 Sayfa | 21,41x27,79x18,21 cm.

Tür: İşletme-Pazarlama

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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

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