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- Wiley
More About This Title International Encyclopedia of Marketing
English
- 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
English
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.
English
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
