CiNii 図書 - Wiley international encyclopedia of marketing

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

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

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Wiley international encyclopedia of marketing

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