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. <ul> <li>The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications</li> <li>The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries</li> <li>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</li> <li>Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources</li> <li>The encyclopedia is also available online</li> </ul> <p>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:</p> <ul> <li>Volume 1: Marketing Strategy</li> <li>Volume 2: Marketing Research</li> <li>Volume 3: Consumer Behavior</li> <li>Volume 4: Advertising and Integrated Communication</li> <li>Volume 5: Product Innovation and Management</li> <li>Volume 6: International Marketing</li> </ul>