Wiley International Encyclopedia of Marketing
Copyright © 1999-2014 by John Wiley and Sons, Inc. All Rights Reserved.
Online ISBN: 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)