Summary

The IEBM Encyclopedia of Marketing offers a comprehensive and authoritative guide to marketing thinking and practice. This one volume edition brings together a collection of original essays, integrating the respective elements of marketing into a unified field of study. Scholarly yet accessible, this encyclopedia has been written by renowned international experts, including Gordon R. Foxall, John O' Shaughnessy, Philip Kotler, Peter McGoldrick, Susan Hart and Robin Wensley, 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.