Iebm Encyclopedia of Marketing (International Encyclopedia of Business and Management (IEBM))

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.