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CAIRO BOOKS's Description
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
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