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New! Wiley International Encylopedia of Marketing Online

Wiley International Encyclopedia of Marketing – a multi-volume collection of over 300 articles dedicated to international marketing concepts and applications – is now available online! Designed to encompass the scope of modern marketing the volumes cover a range of disciplines including:

  • Marketing Strategy
  • Marketing Research
  • Consumer Behaviour
  • Advertising and Integrated Communication
  • Product Innovation and Management
  • International Marketing

Edited by Jagdish Sheth and Naresh Malhotra with contributions from leading experts in the field, including Richard Bagozzie, Mickey & George Belch, Dawn Iacobucci and Valerie Zeithaml, this is an excellent resource for understanding current marketing developments, challenges and opportunities.

This publication is available to view via the A-Z electronic journals, note your university username and password is required for off-campus access.
Tip: when accessing off-campus Institutional Login, Select UK Login. After logging in select Publications, Journals

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