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Name: The IEBM Encyclopedia of Marketing.
Author: Baker, Michael J. (ed.)
ISBN: 978-1-86152-304-4

The IEBM Encyclopedia of Marketing. IEBMマーケティング百科事典

・ISBN 978-1-86152-304-4 1999 hard

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・ISBN 978-1-86152-635-9 2001 paper

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著者・編者	Baker, Michael J. (ed.),
シリーズ	IEBM Series
出版社	(Business Press / Thomson Learning, UK)
ページ数	865 pp.
言語	ENG
ニュース番号	＜454-19 454-507＞

解説

This work is a guide to marketing thinking and practice. It brings together a collection of essays, integrating the respective elements of marketing into a unified field of study, and has been written by renowned international experts such as Gordon R. Foxall, John O' Shaughnessy, Philip Kotler, and Peter McGoldrick, amongst many others. Coverage includes: the nature and scope of marketing; the theoretical foundations; marketing management; the marketing mix; marketing in practice; special topics including TQM and green marketing.