- ホーム
- > 洋書
- > 英文書
- > Business / Economics
基本説明
With over 300 entries from over 500 global experts, The Wiley Encyclopedia of Marketing spans six subject volumes and is the first international, multi-volume encylopedia of marketing. Authors from across the world offer their expertise on topics from global e-business to customer-centered organization. Users will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate. Bibliographies attached to individual entries refer readers to the relevant wider international literature surrounding the items they are researching.
Full 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 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 Marketing
Contents
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
