eBook Wiley International Encyclopedia of Marketing, 1st Edition

  • Editor: Jagdish Sheth, Naresh Malhotra
  • Published By:
  • ISBN-10: 1444316567
  • ISBN-13: 9781444316568
  • DDC: 658.8003
  • Grade Level Range: College Freshman - College Senior
  • 1744 Pages | eBook
  • Original Copyright 2011 | Published/Released July 2013
  • This publication's content originally published in print form: 2011
  • Price:  Sign in for price



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. List of Volumes 5000 words explaining significant topics or debates in the field. With 360 entries from over 500 global experts, the Encyclopedia offers one of the premier business reference sources available worldwide. Entries are arranged alphabetically within each subject volume. Each volume carries an index. The six-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications. The far-reaching new developments and challenges of the past twenty 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, scholarly work of reference available.  It will not only appear in hard copy but also on-line throughout the globe.  Users will enjoy the flexible, multi-level structure, with entries ranging from topic 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. 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 worlds leading schools of management, (list), 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 and to an associated on-line reference library of Handbooks and Journals.



  • Jagdish Sheth
  • Naresh Malhotra

Table of Contents

Front Cover.
Half Title Page.
Other Frontmatter.
Title Page.
Copyright Page.
About the Editors.
1: A Framework for Creating Value Propositions.
2: Brand Growth Strategy.
3: Brand Strategy.
4: Brand Value.
5: Bundling.
6: Cannibalism.
7: Communications Budgeting.
8: Competitive Advantage: Its Sources and the Search for Value.
9: Competitive Analysis.
10: Competitor Analysis.
11: Customer Analysis.
12: Customer Equity.
13: Customer Lifetime Value (CLV).
14: Customer Relationship Management.
15: Customer Satisfaction/Dissatisfaction.
16: Customer Solutions.
17: Database Mining and Marketing.
18: Demand Elasticity.
19: Direct and Interactive Marketing.
20: Disintermediation.
21: E-Commerce and Internet Marketing.
22: Ethical Marketing and Marketing Strategy.
23: First-Mover (Pioneer) Advantage.
24: Global Marketing Strategy.
25: Go-to-Market Strategy.
26: Innovation Diffusion.
27: Integrated Marketing Communication Strategy.
28: Internal Marketing.
29: Later Mover (Nonpioneer) Advantage.
30: Market Definition.
31: Market Evolution.
32: Market Orientation.
33: Market Segmentation and Targeting.
34: Market Share.
35: Market/Industry Structure.
36: Market-Based Assets.
37: Marketing Audit.
38: Marketing Channel Strategy.
39: Marketing Costs.
40: Marketing Metrics.
41: Marketing Mix.
42: Marketing Planning.
43: Marketing Strategy.
44: Marketing Strategy Models.
45: Marketing Warfare Strategies.
46: Mass Customization Strategies.
47: Multichannel Marketing.
48: Perception of Brand Equity.
49: Point of Difference and Product Differentiation.
50: Positioning Analysis and Strategies.
51: Pricing Strategy.
52: Product Category.
53: Push and Pull Marketing Strategies.
54: Sales Force Strategy.
55: Services Marketing Strategy.
56: Stages of the Product Life Cycle.
57: Supply Chain Management Strategy.
58: SWOT Analysis.
59: Thinking Deeper about Customer Experience.
60: Trademarks, Proprietary Marks, and Brands.
Half Title Page.
Title Page.
About the Editors.
1: Analysis of Variance and Covariance.
2: Causal Research.
3: Cluster Analysis.
4: Common Methods Bias.
5: Comparative Evaluation of Survey Methods.
6: Comparative Scaling Technique.
7: Concept of Causality and Conditions for Causality.
8: Confirmatory Factor Analysis.
9: Conjoint Analysis.
10: Content Analysis.
11: Criteria for Evaluating Secondary Data.
12: Cross-Tabulation.
13: Customer-Satisfaction Research.
14: Descriptive Research.
15: Discriminant Analysis for Marketing Research Applications.
16: Electronic Scanner Services.
17: Endogeneity.
18: Ethics in Marketing Research.
19: Ethnograpic Research.
20: Experimental Design.
21: Exploratory Factor Analysis.
22: Exploratory Research.
23: Field Work/Data Collection Process.
24: Focus Groups and Depth Interviews.
25: Frequency Distribution.
26: Hypothesis Testing Related to Differences – Parametric Tests.
27: Internal Databases for Marketing Research.
28: Itemized Rating Scales (Likert, Semantic Differential, and Stapel).
29: Latent Class and Finite Mixture Models.
30: Logit Model.
31: Marketing Research Process.
32: Marketing Research Proposal.
33: Models for Categorical Dependent Variables.
34: Motivation Research.
35: Multicollinearity.
36: Multidimensional Scaling of Preference Data.
37: Multiple Regression.
38: Noncomparative Scaling Technique.
39: Nonparametric Test.
40: Nonprobability Sampling.
41: Observation Methods.
42: Personal Observation.
43: Pretesting a Questionnaire.
44: Primary Scales of Measurement.
45: Probability Sampling.
46: Product Moment Correlation.
47: Projective Techniques.
48: Purchase, Scanner, and Media Panels.
49: Questionnaire Design.
50: Random Coefficients Modeling.
51: Repeated Measures ANOVA.
52: Research Reliability and Validity.
53: Sampling Techniques.
54: Social Desirability Bias.
55: Statistical Approaches to Determining Sample Sizes.
56: Stepwise Regression.
57: Structural Equation Modeling.
58: Survey Research.
59: Univariate Techniques.
60: Unobserved Heterogeneity.
61: Validity and Reliability.
62: Validity in Experimentation.
63: Web Surveys.
Half Title Page.
Title Page.
About the Editors.
1: Attitudes.
2: Brand Community.
3: Childhood Socialization and Intergenerational Influences.
4: Choice Models.
5: Consumer Acculturation.
6: Consumer Aspects of International Marketing.
7: Consumer Behavior Across Literacy and Resource Barriers.
8: Consumer Behavior Analysis.
9: Consumer Behavior and Services Marketing.
10: Consumer Brand Loyalty.
11: Consumer Categorization.
12: Consumer Creativity.
13: Consumer Decision Making.
14: Consumer Desire.
15: Consumer Expertise.
16: Consumer Information Processing.
17: Consumer Innovativeness.
18: Consumer Intentions.
19: Consumer Involvement.
20: Consumer Materialism.
21: Consumer Memory Processes.
22: Consumer Neuroscience.
23: Consumer Well-Being.
24: Consumers' Need for Uniqueness.
25: Cross-Cultural Psychology of Consumer Behavior.
26: Customer Satisfaction.
27: Emotion.
28: Environmental Consumer Behavior.
29: Family Buying.
30: Family Life Cycle.
31: Habit in Consumer Behavior.
32: Hedonism: Gratification Is Value.
33: How Consumers Respond to Price Information.
34: Implicit Consumer Cognition.
35: Impulsive and Compulsive Buying.
36: Knowledge Accessibility.
37: Marketing and Feminism.
38: Motivation and Goals.
39: Online Consumption.
40: Opinion Leadership and Market Mavens.
41: Opportunities and Challenges in Social Marketing.
42: Optimum Stimulation Level.
43: Persuasion.
44: Possessions and Self.
45: Self-Regulation.
46: Social Class.
47: Social Influence.
48: Social Networks.
49: Subcultures.
50: The Role of Schemas in Consumer Behavior Research.
51: Variety-Seeking.
Half Title Page.
Title Page.
About the Editors.
1: A Review of Ethnic Identity in Advertising.
2: Advertising and the Integrated Marketing Communications (IMC) Process.
3: Advertising Effectiveness.
4: Advertising Media Selection and Planning.
5: Advertising Media Selection.
6: Advertising Message Appeals.
7: Attitude – Behavior Consistency.
8: Brand Equity.
9: Brand Extensions and Flanker Brands.
10: Business-to-Business Media Selection.
11: Comparative Advertising.
12: Consumer Rebates: Current Issues and Research.
13: Copy Test Methods to Pretest Advertisements.
14: Customer Relationship Management and Integrated Marketing.
15: Database Marketing.
16: Direct-to-Consumer (DTC) Advertising.
17: Electronic Public Relations.
18: Emotional Intelligence.
19: Globally Integrated Marketing Communications.
20: Historical Overview of Advertising Promise.
21: Integrated Marketing Communication.
22: Luxury Brands Versus Other Brand Categories.
23: Marketing Communication on the Internet.
24: Marketing Functions on the Internet.
25: Packaging and Brand Design.
26: Product Placement.
27: Regulating Advertising in the United States.
28: Sex in Advertising.
29: Sponsorship and Event Marketing.
30: Subliminal Advertising.
31: Sustainable Marketing: Collaborating with and Cloning Consumer 3.0.
32: The Advertising Budget.
33: The Concept of Bundling: When the Package Contains More than Its Parts.
34: The Role of Creativity.
35: The Role of Signage in Marketing: Outdoor Advertising, Out-of-Home Media, and on-Premise Signs.
36: Trade Promotions: Issues and Findings.
37: Unconscious Advertising Effects.
38: Viral Marketing on the Internet.
Half Title Page.
Title Page.
About the Editors.
1: Accelerated Product Development.
2: Bass Model.
3: Brainstorming.
4: Competitive Advantage.
5: Concept Selection Matrix.
6: Concept Testing.
7: Core Competencies.
8: Creativity.
9: Cross-Functional Team.
10: Diffusion of Innovation.
11: First-Mover Advantage.
12: Front End of Innovation.
13: GE/McKinsey Matrix.
14: Global Product Development.
15: Growth Strategies.
16: Idea Management.
17: Innovation Metrics.
18: Innovation Typologies.
19: Integrated Product Development.
20: Intellectual Property Rights.
21: Kano Model of Customer Satisfaction.
22: Launch Strategies.
23: Lead Users.
24: Leadership Roles in Product Development.
25: Locale of Innovation.
26: Managing Mature Products.
27: New-Product Forecasting.
28: Open Innovation.
29: Open Source.
30: Opportunity Identification.
31: Organizing for Innovation.
32: Portfolio Management.
33: Prediction Markets.
34: Pretest Market Models.
35: Process Innovation.
36: Product Design.
37: Product Diversification.
38: Product Life Cycle.
39: Product Modularity.
40: Product Platforms.
41: Product Positioning.
42: Product Specifications.
43: Product Testing.
44: Product-Line Strategies.
45: Prototype.
46: Quality Function Deployment (QFD).
47: Radical Innovation.
48: Research & Development.
49: Service Innovation Management.
50: Success Factors for New-Product Development.
51: Takeoff.
52: Technology S-Curve.
53: The Stage-Gate Idea to Launch System.
54: Value Co-Creation.
55: Value Proposition.
56: Virtual Teams.
57: Voice of the Customer.
58: Whole-Product Concept.
Half Title Page.
Title Page.
About the Editors.
1: Base of the Pyramid Markets: Culture Insights and Marketing Implications.
2: Born Global.
3: Consumer Affinity Construct.
4: Consumer Animosity.
5: Consumer World-Mindedness.
6: Countertrade.
7: “Country of Origin” as Brand Element.
8: Designing a Global Supply Chain: Opportunities and Challenges.
9: Digital Medium and Global Marketing.
10: Embargoes and Sanctions.
11: Emerging Markets.
12: Export Assistance Programs.
13: Export Performance.
14: Family Conglomerates.
15: Forces Affecting Global Integration and Global Marketing.
16: Global Account Management: The Rationale and Motivation.
17: Global Branding: Three Keys for Global Brand Success.
18: Global Consumerism and Consumption.
19: Global Marketing Ethics.
20: Global Marketing Strategy: Perspectives and Approaches.
21: Global Product R&D.
22: Global Sales Management.
23: Global Sourcing Strategy: An Evolution.
24: Gray Markets.
25: International Advertising – Is There Still a Standardization versus Local Adaptation Debate?.
26: International Business-to-Business Marketing.
27: International Entrepreneurship.
28: International Franchising.
29: International Marketing Channels.
30: International Negotiations.
31: International Pricing Objectives and Strategies.
32: International Product Diffusion.
33: International Product Innovation and Development.
34: International Relationship Marketing.
35: International Retailing.
36: International Trade Intermediaries.
37: Managing the Global Product Portfolio.
38: Market Entry and Expansion.
39: Marketing Aspects of Cultural Distance.
40: Marketing Aspects of Psychic Distance.
41: Marketing Strategy Implementation.
42: Marketing's Corporate Responsibility.
43: Offshoring and Marketing.
44: Pricing and Currency Fluctuations in International Marketing.
45: Product Ethnicity.
46: Services Globalization.
47: Smuggling.
48: Society, Culture, and Global Consumer Culture.
49: Stages of Market Development.
50: Standardization/Adaptation of International Marketing Strategy.
51: Strategic Export Marketing – Achieving Success in a Harsh Environment.
52: Understanding Comparative Marketing Systems through Channel Mapping.
Half Title Page.
Title Page.
About the Editors (Cumulative).
Publisher's Note on the Cumulative Lists and Index.
List of Articles.
Cumulative List of Authors.
Cumulative Index.