Marking a landmark work of reference for the field, the Wiley Encyclopedia of Marketing spans six subject volumes and is the first international, multi-volume encylopedia of marketing. 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…mehr
Marking a landmark work of reference for the field, the Wiley Encyclopedia of Marketing spans six subject volumes and is the first international, multi-volume encylopedia of marketing. 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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
JAG SHETH is a renowned scholar and world authority in the field of marketing. ... (Google) 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. Jag has published more than 200 books and research papers in different areas of marketing. His book The Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has published two scholarly books: Marketing Theory: Evolution and Evaluation (1988) and Consumption Values and Market Choices (1991). His new textbook, Customer Behavior: Consumer Behavior and Beyond (with Banwari Mittal and Bruce Newman) will be published by the Dryden Press in 1998. 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.
Inhaltsangabe
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
