The International Encyclopaedia Of Marketing in five volumes is a veritable mine of information on diverse aspects of marketing. In the early 1950s, largely as the result of a shift from a World War 2 production-oriented economy to a peacetime market-oriented economy, the business community became increasingly sensitive to the problem of interpreting conditions in the marketplace. Out of this era came the ‘marketing concept, essentially the notion that firm’s future hinges on an integrated program designed to meet customer needs. Obviously marketing management problems are broad in scope. Their solution calls for information and insights provided by production and financial management as well as marketing management. It is the particular responsibility of marketing management, however, to interpret conditions in the marketplace. The present work in five volumes consists of the following major areas of studies: International Marketing Industrial Marketing Strategic Marketing Marketing Information Marketing Research. Rs. 5000 (Set of 5 Vols.)
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