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
