Wiley International Encyclopedia of Marketing, 6 Volume Set

JAG SHETH is a renowned scholar and world authority in the field of marketing. ... (Google)Professor of Marketing at the University of Southern California, the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois, on the faculty of Columbia University, and at the Massachusetts Institute of Technology.Jag has published more than 200 books and research papers in different areas of marketing. His book The Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has published two scholarly books: Marketing Theory: Evolution and Evaluation (1988) and Consumption Values and Market Choices (1991). His new textbook, Customer Behavior: Consumer Behavior and Beyond (with Banwari Mittal and Bruce Newman) will be published by the Dryden Press in 1998.Jag is an American Psychological Association Fellow and past President of APA's Consumer Psychology Division and Association for Consumer Research (ACR). He was the recipient of the Viktor Mataja Medal from the Austrian Research Society in Vienna (1977) and the 1989 Outstanding Marketing Educator Award from the Academy of Marketing Science. In 1996, he was elected to be the Distinguished Fellow of the Academy of Marketing Science.

• Foreword viiPreface ixAbout the Editors xiList of Contributors xiiiA framework for creating value propositions 1Brand growth strategy 3Brand strategy 8Brand value 10Bundling 11Cannibalism 15Communications budgeting 16Competitive advantage: its sources and the search for value 17Competitive analysis 24Competitor analysis 31Customer equity 41Customer lifetime value (CLV) 42Customer relationship management 44Customer satisfaction/dissatisfaction 53Customer solutions 57Database mining and marketing 59Demand elasticity 60Direct and interactive marketing 67Disintermediation 69E-commerce and internet marketing 71Ethical marketing and marketing strategy 72First-mover (pioneer) advantage 85Global marketing strategy 87Go-to-market strategy 96Innovation diffusion 99Integrated marketing communication strategy 100Internal marketing 103Later mover (nonpioneer) advantage 107Market definition 109Market evolution 110Market orientation 111Market segmentation and targeting 119Market share 128Market/industry structure 129Market-based assets 131Marketing audit 132Marketing channel strategy 133Marketing costs 142Marketing metrics 144Marketing mix 153Marketing planning 154Marketing strategy 156Marketing strategy models 166Marketing warfare strategies 175Mass customization strategies 177Multichannel marketing 179Perception of brand equity 181Point of difference and product differentiation 182Positioning analysis and strategies 183Pricing strategy 184Product category 193Push and pull marketing strategies 195Sales force strategy 197Services marketing strategy 208Stages of the product life cycles 218Supply chain management strategy 220SWOT analysis 227Thinking deeper about customer experience 229Trademarks, proprietary marks, and brands 231Subject Index 233