This second edition of the The Blackwell Encyclopedia of Marketing has been revised and updated, with new content on aspects of cross cultural marketing, research in marketing methodologies, societal marketing and marketing strategy. The implications of developments in information and communications technologies are assessed while retailing has been extensively revised to embrace contemporary trends.
Features over 250 entries
Includes new content on aspects of cross cultural marketing, research in marketing methodologies, societal marketing and marketing strategy
Assesses the implications of developments in new information and communications technologies
Contains extensive revisions to the section on retailing to embrace contemporary trends
Features over 250 entries
Includes new content on aspects of cross cultural marketing, research in marketing methodologies, societal marketing and marketing strategy
Assesses the implications of developments in new information and communications technologies
Contains extensive revisions to the section on retailing to embrace contemporary trends
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