Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

Online ISBN: 9781444316568

DOI: 10.1002/9781444316568

Editors & Contributors

Editors in Chief

Dr Jagdish Sheth is a renowned scholar and world authority in the field of marketing. Dr. Sheth is the Charles H. Kellstadt Chair of Marketing in the Goizueta Business School at Emory University.

Dr Naresh K Malhotra is Nanyang Professor, Nanyang Business School, Nanyang Technological University, Singapore and Regents' Professor Emeritus, College of Management, Georgia Institute of Technology, USA.

Volumes & Volume Editors

Volume 1: Marketing Strategy

Robert Peterson (Southern Methodist University) & Roger Kerin (University of Texas)

Volume 2: Marketing Research

Wagner Kamakura (Duke University)

Volume 3: Consumer Behavior

Richard P. Bagozzi and Ayalla Ruvio, (University of Michigan)

Volume 4: Integrated Marketing Communications

Mickey & George Belch (San Diego State University)

Volume 5: New Product Development

Barry Bayus (University of North Carolina)

Volume 6: Marketing Modelling

Daniel C. Bello (Georgia State University) & David Griffith (Michigan State University)