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Summary
Summary
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 MarketingAuthor Notes
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.
Reviews 1
Choice Review
This authoritative new encyclopedia expands and updates the Blackwell Encyclopedic Dictionary of Marketing (1997), edited by B. R. Lewis and D. Littler; and Marketing, edited by D. Littler, vol. 9 of The Blackwell Encyclopedia of Management, edited by C. L. Cooper and W. H. Starbuck (2nd ed., CH, Dec'05, 43-1928). Sheth and Malhotra point to recent phenomena that shape modern marketing and dictate a new encyclopedia: the Internet, social media, smart phones, emerging markets (particularly in Asia), multinational global competition, and an aging population. The encyclopedia is thorough, with 360 signed entries ranging from 1,000 to 7,500 words. It is organized into six broadly labeled volumes: "Marketing Strategy," "Marketing Research," "Consumer Behavior," "Advertising and Integrated Communication," "Product Innovation and Management," and "International Marketing." The writing tone is academic but comprehensible; narrative entries include tables and modeling, and refer to other studies. Users will find common concepts like "market share," but concepts such as "implicit consumer cognition" and "knowledge accessibility" are more obscure. While the rise of the Internet may have inspired this work, Facebook and Twitter oddly do not appear in the index. Indexing overall is excellent. Few competitors to this title are available. One could refer to the 1999 IEBM Encyclopedia of Marketing from the European Marketing Confederation, and M. J. Baker's The International Encyclopedia of Marketing (1997). This new set is aimed at students, academics, practitioners, and public policy makers. Summing Up: Recommended. Lower-level undergraduates and above. C. LeBeau University of Missouri--Kansas City
